It sounded like a dirty tricks trade war from the very beginning. A technique used by the Americans when they destroyed the British film industry and they are still using restraints of trade to protect their own industries.
Malign the opposition and then move in with your own product. It is business. Used all over the place, lots of dirty tricks are, like political campaigns against groups of people with a hidden agenda, impersonation to cause bad feeling in political quarters, false representation and lies about the opposition, malicious EMail hate campaigns, trying to get an ASBO against political and business rivals*. Mud sticks. (* I have not come across this yet, but I bet it has happened.)
It is used in football too. (PS: I am not suggesting that the residents of Falmer are Crystal Palace supporters, but how many of them were born in Sussex, let alone the three generations required to be local people?)