The term "Les Paul" isn't interchangeable with "guitar", but it has come to represent a certain design or body shape. Same as "Tele", "Strat", "Thunderbird", "Explorer", etc... Whether other companies actually call a rounded body with a single cutaway a "Les Paul" or an "LP" or some other variation- people generally accept it as a "Les Paul" shaped guitar.
Yes, no doubt about that, the thread title over there says "show your Les Paul style bass." And when the Les Paul style bass you show has a Gibson logo and truss rod cover, but you fail to say that it's not a Gibson, then you're trying to mislead people into thinking it is.
And when you're in the guitar-making business (which he is) and do this, that makes you a counterfeiter, even if you claim it's for your personal use.
I'm all for drastically narrowing trademark law, but counterfeiting will never be okay.