The numbers arent even really versions, in that 3.0 isnt a newer version of 2.0, they are more designations for the bundles. And, in this last example, target vastly different bundles. 3.0 is for tablets, 2.0 is for phones, right now.
An increasing number of OEMs are even putting their own UI on the product and, given that it is a bundle, they could easily provide the result with a unique name. But if they should never forget they own the result.
Not understanding that is probably why so many of them are upset with Google and surprised by the litigation. They expect a Microsoft experience but they arent buying Windows. In fact they arent buying anything; they are just getting free help from Google, which likely wonders why they complain so much about this free help. At the core of the problem is a basic misunderstanding: Google isnt funding a free product, just a group of folks who can help OEMs build their own devices.
Once folks understand this I expect the result will improve all around.