The fact that Axanar raised money using the brand with the intention of using it to build a studio for their own use seems to be the actual sticking point.
This plus they were paying themselves a salary with the kickstarter money. Thereby actually profiting from the “non-profit” fan film.
But again - you will find on youtube many videos with people dressed up in starfleet uniforms, and/or speaking Klingonese, and getting money for their videos, also making a profit.