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It's all fun and games until someone eventually decides to buy just the right IP, with a large enough or hardcore enough audience, and makes it exclusive even if it doesn't really seem to make much sense to do so.
Then all of the sudden it won't really be ok anymore and that company will be the scum of the earth, who should be boycotted.

Maybe it needs to take place just to make it clear how much of a problem something like this really is. Hard lessons suck.