Planet x have always done different types of bars. Other companies have started copying Jones and making money from it. There are catalogues you can order from.
Planet x are offering an alternative at a different price point. People won’t buy Jones bars to try, they are too expensive but they might buy alpkit and planet x bars, find what they like then perhaps order Jones bars.
Jones bars appeal to different types of people as they are premium. Those same people, perhaps, wouldn’t entertain a planet x bar on their bike.
The market is a large one, plenty of space for everyone but you have to adapt or become obsolete.
With regards to the name, perhaps it’s in homage, rather than rubbing his nose in it? Or perhaps it wasn’t brant that decided on the name? Or perhaps he thought f-it! Why not.
In the grand scale of things, does it really matter?