This smells a bit like someone is using the brand of a famous open-source tool they built to promote their startup. If so, that's lame; if the new business is unrelated to your open source project, branding it as Pydantic Logfire seems a bit disingenuous.
I think there's a less-misleading way to use open-source reputation for business credibility, though: "so-and-so business, by the creators of so-and-so project". Knowing that respected and skilled folks are working on a business is great! It's a fine distinction, but I think it matters.
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