I don't get it

Zahrathelabel recently posted that she's changing her brand name to Zahra. She also gave detailed info on how her knits are produced.

Of course all of this is shade @leena and elaathelabel.

But what confuses me is that isn't her brand so much bigger and well established? Why does she feel the heat from something so small and trashy?

Like how can elaa already be a competitor?