I'm actually quite surprised that this team would use this name when another, earlier company (WeddingLovely) has clearly established that naming pattern for it

I'm actually quite surprised that this team would use this name when another, earlier company (WeddingLovely) has clearly established that naming pattern for its own name and that of all its products/business lines as you mentioned (WeddingInviteLove, WeddingPlannerLove, WeddingPhotoLove). If they did any research on startups in this space, they must have come across WeddingLovely, so why continue with this name choice?