And Freesat say there isn't a problem :)
Apart from what appears to be a complete debarcle (in my opinion) in terms of advertising, lack of competiveness or even an intention to compete with Sky, a lack of intention to mirror the main Freeview channels and lack of a committment to a move to full hd coverage (or at least an annoucement and dates for this), we also have the fact that Freesat are allowing Sky to continue to use the Freesat name.
I believe that Freesat have said there is no confusion.
Having read of purchasers on some forums purchasing Sky boxes in mistake for BBC Freesat boxes, I find this hard to believe.
And now there's even more proof - a reputable retailer close to me with a PACE Freesat box on a BBC Freesat plinth. (A check of the BBC Freesat web site shows that PACE aren't a BBC box manufacturer and only manufacturer Sky boxes!).
So it seems that even the retailers are confused, but as BBC Freesat have said, there obviously isn't a problem allowing 2 companies to use the same name!: