I am not interested in any of C=USA's proposed products, unless they happen to produce a nice looking Amiga branded case that I would consider putting an FPGAArcade Replay board into, which I highly doubt. But, I have nothing against C=USA either and do not care if they succeed or fail, but the only hope I have from their endeavors is that it generates more interest in the Amiga community and brings more people (and hopefully developers) to using and buying the other Amiga related products that I DO have an interest in, like MorphOS, or AROS and Classic AmigaOS3.x.
I agree with you, Dave, but they want to do more than create an Amiga branded case. They want to create Windows/Linux based computers and call them Amiga. This is only going to hurt them. The Amiga brand comes with two primary expectations: cutting-edge graphics and a smartly-designed OS.
The age of cutting-edge graphics is over, so they'll never meet that expectation. The smartly designed OS? That's not Windows and it's not Linux, so they'll never meet that.
Sadly, the majority of people who care about the Amiga brand are the ones who remember those things, so all C=USA are going to do is generate disappointment. Not a good strategy for any startup. Not at all.
So, if I'm arguing that this choice will hurt them, do I bear them any ill will? Hardly.

I think it's in their best interest to leave the name alone until they can create something that does bare the Amiga legacy.