Smith doesn't seem, to me, to have had a problem with that. They marked their 32/20 M&Ps as "32 Winchester".
Colt didn't like it. "We will not put 38 Smith & Wesson on our revolvers! That cartridge is now a 38 Colt New Police!!!!" Oooookay
I've also heard that Marlin did not like it. That's why we have the 30/30, and the 44/40. Because Marlin did not want to put 30 WINCHESTER centerfire and 44 WINCHESTER centerfire on their guns.
But there was one pistol maker - Merwin and Hubert?? Something like that - that just marked their pistols "Winchester rifle cartridge".