Trademarking the name may be a way to prevent GROWS from being hijacked the way Agile has been. The reference to the Dreyfus model makes me suspect that (aside from rebooting to bypass the way Agile has been coopted) this may be an attempt to put some concrete guidance into the metamethodology of developing process in an Agile (in the Manifesto sense) organization, which was always a fairly big gap in the Agile literature, which tended to be largely principles plus the specific processes used by specific organization, without covering how the agility actually should work (though, if you got outside of the Agile brand into works on Lean, which is pretty much the same set of principles arrived at from a basis that has much stronger process engineering background, and so tends to feature a lot more work on concrete methods of process evaluation, there was quite a bit of that.)