I looked at the first “uncritical” link (BBC News) and maybe it’s been updated? If so, it’s probably thanks to you:

“What3Words has, however, faced criticism, not least for the restrictions it places on how its data is used and the fact it charges companies to incorporate its service into other products.” … etc.

I also don’t like “W3W” because it sounds so similar to that paragon of open standards, the W3C.