[david_w]

You have IP rights around your video and copy but you're not in the business of selling videos and copy. You have X amount of dollars, Y amount of time- how much of that do you want to spend on pursuing the outrageous behavior of psychopaths, which itself is an unlimited resource?

You have to deliver a level of excellence which distinguishes you from all other entrants, including these unworthies. Supposedly you know how you're going to do that in a way which is defensible or at least very hard to duplicate. That implies there's something like a wicked problem at the heart of your business model which you know how to solve or you can deal with better than anyone else.

Failing that you're a commodity.