xmalloc etc. are commonly used names in GNU applications, regardless of whether the apps are gnulib-based; for example, Emacs and GCC both have their own xmalloc, independent of gnulib. It would be nicer if readline were compatible with this common usage, without application developers having to do something unusual in order to have their own xmalloc.
At the very least, if it's really intended for GNU readline to usurp common names like xmalloc, its documentation should explain how to work around the problem without having to rename the app's own xmalloc.