Is this their first ever action since 2017?
We certainly multiplied their trafic a thousand times and it still comes to no trafic: https://www.similarweb.com/website/hiveblockchain.com
Anyone, small or great, deserves a voice.
But I believe mentioning them here is actually giving them credit and trafic.
Take care because their new business model could actually be this action, now they will speak about how it "impacted their business".
Publishing a cease and desist to their own page is because they can't target "a community fork". That's interesting news but I hope they will keep that to their own page.
edit : investigating their page shows, unless I am mistaken, that they have been a big bitcoin mining datacenter with huge difficulties at the moment, possibly going to lose the land they acquired in the past. Their activities were in mining, which is certainly why they were so silent in the past. I suppose their lawyers needed a case and they have one.