I feel everyone can just follow their own personal preferences about language and also how much they’d want to advertise or discourage using specific platforms.
But as a project Couchers.org certainly embraces claiming the term couch surfing as a common language term and not limit it to a brand. I actually shared a graph on the naming topic that shows how the term was popularized by the community and actually not the branded company (The name Couchers - #70 by nolo) And personally I see this as the best argument for keeping it up as the most popular community word for engaging in hospitality exchange.