I understand that block.one will develop the software but will NOT initialise an EOS blockchain themselves. They leave it up to others to use the software. So if a company will use it, they will name it in whatever way they like and will generate their own tokens with another name. This new tokens will represent a share of bandwidh or computational power on the new blockchain of that company.
See the FAQ page of eos.io, point 21:
As block.one will not configure and/or launch any EOS Platform, block.one will have no control over when, how or whether the EOS.IO Software is adopted or implemented, or how, when or whether the EOS Platform is launched. As such, you should not expect and there is no guarantee that you will receive any other cryptographic tokens or digital assets now or in the future.