That's right, Ultracade does not run MAME. IMO he'd do better if it did, but MAME wasn't nearly as formidable when Quantum3D started the project in 1998/99.
(Brief history of Ultracade: 3dfx's spinoff Quantum3D developed and sold it for a while, then dumped it off to HyperWare, Inc., which was an embedded-PC company run by David Foley. HyperWare marketed it for a while (using their own PCs as the hardware platform) and then went Chapter 11. Foley eventually decided to take another swing and formed UltraCade, Inc., which is the current company marketing/maintaining UC). Quantum3D is still in business, BTW, but they've moved *way* upmarket.
As for "how can we stop this", please don't. The adults (meaning Aaron Giles and several lawyers) are working on getting things set straight.