Doesn't Vitalik/the dev team own the "Ethereum" name, which means they decide what get called "Ethereum" ? If there are two versions of the chain, because of a

Doesn't Vitalik/the dev team own the "Ethereum" name, which means they decide what get called "Ethereum" ? If there are two versions of the chain, because of a 51% attack or a fork, there always will be only one dev-approved chain called "Ethereum" on the exchanges, and that's what the users will buy.