Standard business practice worldwide to avoid paying more than something is worth. Also, as you say, to prevent revealing the direction of new product development and give corporate spies less of a leg up.
Read the evidence presented in the Hong Kong case. Apple's representative (IPAD) approached executives of the mainland Chinese subsidiary, which was registered as the owners of the trademark. Said executives advised IPAD that rights had been transferred to the Taiwanese division, and requested that IPAD meet them in Taiwan to complete the transaction. Proview's Chinese officers, following the transfer of funds and signing of documents, subsequently revealed that Chinese naming rights were never transferred to their Taiwanese subsidiary, so could not have been sold by that subsidiary, for which, coincidentally, they were also officers. So after they stated in writing to IPAD that they had transferred the Chinese naming rights to their Taiwanese subsidiary, which they also managed, they claimed that they didn't know that they didn't transfer those rights from the one subsidiary that they managed to the other subsidiary that they also managed. Either they were clearly intending to mislead, or they were incredibly incompetent. This is why the Hong Kong court ruled that Apple had rightfully purchased all naming rights, and why the case filed in the U.S. was summarily dismissed. Proview's only hope of succeeding in this case was that the Chinese national bank, and by extension, the government of the PRC, was their largest creditor. So they were counting on the fact that the government of the PRC would pressure the court to rule would be in their favor, since it would also be in the government's favor.
I am concerned about the future ramifications of rewarding this kind of shady business practice by Proview in any way, even though the potential loss of sales in China, even during a court case, would far outweigh the amount that Proview was paid. I guess you could say it's part of the price of doing business with China.