Very good point about wanting to work together. And we definitely do want to work together with people (and we have a good relationship with William in particular). Another relevant part of the message to William and to the community is:
"We are currently discussing in the steering council guidelines for proper use of the Jupyter name (started in part by your inquiry a few weeks ago). We hope to have such guidelines published soon. In the interim, we ask that you (and others) not use the name Jupyter in a domain name. We feel that this avoids confusion in the community and is being fair to all who have inquired about such matters."
So we (Jupyter steering council and community) are also trying to figure out a good policy - we (speaking generally) want to be conservative and avoid confusion until such policies are in place, though.
The example in the article was polite, especially given the context that there was still some discussion to be had on Jupyter's side about the the issue.