They named a product so that the word "AR DUINO" stands out.
ARDUINO owns just the trademark ARDUINO, not all of its variations. So the smARtDUINO guys have the right to call their product that way.
The kickstarter page has a big title that reads "smARtDUINO Open System by former ARDUINO's manufacturer".
They put ARDUINO(tm) right on their boards.
That is wrong, definitely. and ARDUINO is within their rights to sue them on that one.
Yet they ridicule Arduino right on their homepage.
Has anyone outlawed ridiculing Arduino?