Owning the steemit brand is enough to start a fork. It then becomes a battle of public opinion over which is the "true" steem. Given the perception that steemit = steem I am not entirely sure that he would not have some success.
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Anyone can start a fork... There is a big difference between starting a fork and remaining on the original chain for us.
If the community forked we would have a problem with exchanges since his chain would be the original one. With the soft fork we dont.
Now if he forks the general sentiment would be:
Let him. The exchanges wouldnt budge much in that case.
Of course he would have to convince exchanges to list his coin in that hypothetical case but I would not underestimate the potential to just simply buy his way (he has a deep enough pocket to do it). But I agree that it would be much more difficult.