This is where GW become kinda jerks, they have a notorious history of trying to protect their brand and being very VERY anal about brand ownership to the point of ending relationships due to control issues. Which is how Warcraft came around, they were near complete as a Warhammer game, got in a fight with GW and took their ball and went home. They didn't "steal" as some people acuse, they made a product for GW, GW were jerks and they took it and made a mint so now GW are kicking them selves.
They have a point, Warhammer alliance is a phrase owned by GW, it's been owned by them for a LONG time. They claim to have tried to contact to have them cease and desist before litigation was filed, given that the site's "contact us" is dead and they use a proxy service to register the domain so they can hide the ownership that's pretty skeezy. So this is the typical games workshop technique.
In this case I think it's a situation where people are doing two wrongs. WA are using some one else's intellectual property to make money and GW are being, well GW. That's the business world, go ask Kotick and Activision. They do the same crap all the time. Not cool, but people buy their products and the cycle keeps perpetuating. You want to stop it go buy stock in one of the companies and try and change their modus operandi otherwise suck it all up because it aint going to change any time soon.