Leaving aside the facts that (1) they already changed their name and (2) they probably don't want to be called "ASS" and (3) that webpage looks as sketchy as all hell ... what principle exactly are you referring to?

The "obvious" principle is this: if you start typing something that possible customers might start typing into the Google search box, and one of the first autocomplete suggestions is your name, you win. But if I type "ai safety" into a Google search box, "syndicate" is not one of the suggestions that come up. (Not even if I start typing "syndicate".)

(Perhaps you mean that having a name that begins with "ai safety" is a good idea if people are going to be searching for "ai safety", which is probably true but has nothing to do with Google's search suggestions. And are a lot of people actually going to be searching for "ai safety"?)