It´s probably like in those ads or product labels where another product is compared to or named. They're so used to not owning the products they name that they´ve forgotten which ones they own and which they don´t :laugh2:
Or they know how big they´ve gotten and don´t want to run the risk of inadvertently suing themselves :chairfall
In all honesty, I´d assume it has some historical significance, but I don´t have a clue.
Leo had intended the Telecaster to be called the Broadcaster, but Gretsch already had a drumkit with the other spelling. In order to avoid any problems, he changed the name, but wanted to keep the avenue open to go back to Broadcaster if they ever desired. The quote marks are just sort of a prompt in case Fender ever chooses to go back to Broadcaster.
^^ you know what, I actually think I recall hearing about this a few years ago already.. I knew about the Broadkaster Drumkit / Tele naming pickle, but didn´t think about the quotes. Doesn´t necessarily mean it´s true, but a bell is ringing...