It's important to them for the fake news articles.
or
It's important to them because nothing else worked to kill the bread, and it was all they could thunk of at this point; most of the structure that was there in 2018 is still there.
or….
BOTH
Did I mention both?
Same goes for both the sides of the conflict. Probably both on the same side. most likely reason it's still going on.
The bakery drama is self inducing. All of the bakers have moved away from that banner. Sure, they're using all different ones, but they all moved away from that specific one.