It comes down to focus. AlphaGrowth is a dedicated team who secures deals, whereas the current delegates as you mention have a lot of their own priorities going on.
At this point, AlphaGrowth has secured millions for Compound. Not that they have the power to stop the market from moving on its own, but they definitely support growth across numerous areas (incentives, partnerships, even representation at events where needed).
They’d rightfully market them as Uniswap DAO initiatives. You touch on a good point though, regarding using the brand, and I believe they’ve sharpened up quite nicely.
(Not affiliated with AlphaGrowth, I’m in the know)