Everything is powered by the all mighty buck. People will argue what people will argue but in the end it's dollars that everyone is interested in.
This is no more ridiculous than musicians not wanting their music used in gaming videos. It's funny, when a musician is starting out they literally beg you to listen but once established, you can't do anything unless it lines their pockets.
Maybe I'm generalizing a bit here but it certainly is the way things work for the most part. I'm also sure that if I were to have a highly successful product line that bore a logo strikingly similar to EA, their Law Dogs would be p1ssing up my leg in a matter of minutes.