Speaking for myself, (without anyone putting words in my mouth):
As with the previous OGL, the current one include Wizards of the Coast's name. That means anyone releasing products under it will be including the license, and WotC's name, in their product. Simply put, WotC has the right to control which books reference their company by name. This clause gives them a means of defense if a reprehensible work does so. That's beneficial to any creator who is offering a license, including ORC if it were to somehow end up with Paizo's name at the top, not just WotC.