If the new product were an effort to stamp out BlueSCSI, I guess I wouldn't support it either.
I have a feeling it's more the other way around. The history on this "rivalry" is an unfortunate tale of silly flame war drama taken far too personally, in turn taken to an extreme. The main reasons for BlueSCSI's existence as a ArdSCSIno fork were due to an argument between Eric and Alex of RHC, and the perceived close sourceness of SCSI2SD (the firmware was, and still is, open source).
I personally agreed that RHC was in the wrong at that time, chiming in to make that known, but Alex and Eric seemingly made amends with Alex sending out a free SCSI2SD to top it all off. It should have ended there, but I guess sometimes people can't let go.
The thing is, BlueSCSI has several hardware flaws, and uses cheaply made BluePill boards. In my view, there is nothing wrong with that for hobbyist use, but it doesn't seriously compete with SCSI2SD and its proven track record when it comes to high grade hardware manufacturing, design (proper voltage buffering, ESD mitigation, etc.), and compatibility with various hardware platforms. BlueSCSI's main improvement was being easier to use (disk images instead of raw SD storage), and to an extent performance when compared to the V5 models of SCSI2SD. Then there's also the matter of the F4 variant of the BlueSCSI having been kept closed source for quite a while, only recently going open source, when this was a point of contention with SCSI2SD (which, again, has always had open source firmware).
Several people have shown concern however for the longevity of BlueSCSI boards due to the flaws, and this has repeatedly been taken very poorly and personally. One of those people was, yes, Alex. He then went on to design AzulSCSI, which married the strengths of BlueSCSI (user friendliness) and SCSI2SD (performance, superior hardware design and compatibility), bringing more innovation to the SCSI flash storage market.
He was in active communication with Eric about it, who decided to instead of staying in communication, block him, then go onto Twitter to complain about it to all the people who have idolized BlueSCSI to an alarming amount, claiming Alex had "bashed" BlueSCSI rather than give valid criticism on some of the weak points of the design.
The loyal BlueSCSI followers on Twitter, it being the hellscape of a site where all nuance and reasonable discussion goes to die, of course reacted with exaggerated disgust and insanity to the misconstrued situation, having adult men ramble about their tweets getting more likes than Alex, who was defending himself against this onslaught. Yes, adult men putting far too much weight on meaningless numbers on their computer screens, working as white knights for a commercial product, it gets this sad.
This whole situation could have been kept private and personal, and resolved in an adult fashion, but it was Eric who has decided that that was far too quiet of a solution. I can't fault Alex for pushing on without further discussions, which has led to this situation regarding the name. Again, could have been resolved, but one party closed the door on it and they know who they are.
As I mentioned, I personally feel as if it's the other way around, BlueSCSI's aim was always to "dethrone" and smear SCSI2SD within the 68k and PowerPC Macintosh community by any means necessary, and perhaps even further communities had BlueSCSI had proper compatibility with non-Mac SCSI devices. AzulSCSI is a superior product, so they threw everything they could at Alex to try and stop him from releasing it, going as far as Twitter threads, putting out-of-context quotes of a few members here on the BlueSCSI site, and not wanting to resolve disputes like adults. This goes beyond the name of *zul*SCSI.
It's frankly something that I'm getting highly tired of, and I wish the BlueSCSI people could stop perceiving themselves as the center of this community. They're not acting as a connecting force, rather kicking discord across the forums at every given chance. They're dragging it ever closer to an Amiga community-like situation, where groupthought and hatred between various "camps" through flame war drama over stupid things is the order of the day, rather than reasonable discussions. Perhaps my previous comment was a bit low, but I'm just getting frustrated with how poorly things are being handled, and how misinfo is freely being spread with no recourse.
I'm hoping this post can shed a little more light for those who are wondering what caused this situation.