These kind of services are not competitors to BTS. They're gateways, and we could benefit greatly from them integrating with bitshares and issuing their IOUs on our blockchain.
The fact that their names compete with ours isn't really a big deal. Gold derivatives are still more volatile than USD and other national currencies, so there's no reason why they should become a means of payment in the short run. The people who actually use bitshares' bitGOLD will mainly be speculators and investors, and they might be more attracted to the product if we call it market pegged gold, since that clearly explains its value proposition.