My view is that they are aiming primarily at the American audience and America's acceptance of PH and MM as heroic royals in exile, cementing their reputation and money making opportunities there (with OS, who has also moved there, as their court jester in residence).
The First Amendment (which, ironically PH thinks is bonkers and is trying to destroy) would have allowed OS to publish the names without the risk of a libel suit, but he knows this would look bad from a PR point of view - and in any event, the concept of where something is "published" is a bit nebulous, thanks to the internet and social media. The Dutch "mistake" was the perfect vehicle to get it out there. The US left leaning media will give him a sympathetic ride, I am sure. I'll be interested to see if he's on Gayle King's new show that I believe starts today.
(As an amusing aside, the owner of the Kitson Store in LA - where all the celebs shop, and who have H&M in their holiday hypocrites window this year - says that when he used to sell Team W&K and Team H&M shirts, the W&K ones outsold the H&M ones 20 to 1. So maybe H&M&O have a bit of work to do yet!)