Someone hired lawyers to outsmart the other people's lawyers to gain greater control over assets that many people collaborated on and/or financed to get off the ground and which was always known to be, at the end of the day, a marketable asset which could be bought or sold in a free market.
My bemusement, my 'dog' if you will, is the great moral conflict perceived.
It's an IP dispute between one brand juggernaut and another brand juggernaut. If you want to get my blood pressure up over corporate IP slap-fights, ask me about CBS/Viacom and the Star Trek Kelvin timeline. This is more just plain humorous to me. However, if you feel strongly, click here to send your donation and send a message in support of artistic freedom(!).
I can't argue, though. It appears to be wildly successful marketing.