We could probably kick up a bit of trouble for their app, but frankly speaking, is it really worth it? We've moved on to bigger and better things, and despite their app launching, we've still got by far the biggest user base of cycle hire app users, so why bother with them? But on second thoughts, we may just do it for the lulz ;)
You can do this by reporting it to Apple. App search keywords can not be trademarked or copyrighted names. I had this happen to me once - Apple gave me a week to resolve the issue or have my app taken down. I had to update my binary to remove the keyword.
