[chasing]

Eh, I think we understand what "theft" means in this context. It's "theft" more in the "theft of service" or "theft of value" sense: Buzzfeed has taken something that would otherwise cost money to use and has used it without payment ("theft of service"). And has potentially sapped value from it by making it tougher for the author to use as he wants (like in a book -- "theft of value").

"Theft" works, here.

[westicle]

The problem with doing that is it condones language-creep for rhetorical reasons.

Theft has a meaning which involves "taking with an intent to deprive the owner of their rightful possession". Sure I understand you when you misuse the word, but that doesn't make it a good thing.

My response to this is to say the OP is using extortion to squeeze money out of Buzzfeed with the threat of expensive lawsuits.

That makes him sound like a real bastard doesn't it? Because it isn't really extortion, it is a legitimate attempt to settle a legal dispute. My answer is... let's use words as accurately as we can, rather than twisting them to make our point.