Just imagine how many new customers they could have gotten with the right advertisement:
"go to geticloud.com to get the best VOIP system powered by iCloud Communication"
Many would have thought this is a nice iCloud feature and signed up and Apple couldn't have done anything since they used those names before them.
Instead, they bring hate to themselves.
Lol yeah!
Maybe that's how this party started. "Let's fire up some "iCloud" advertisements to boost sales and ride on Apple's success". But then they soon figured out that Apple may sue them like they do other companies over trademarks.
So why not sue Apple first and in the end settle with them if Apple pays a small fee