When Star Wars fans wanted to use elements of the Star Wars universe in their fan films, even incorporating story or character elements from unreleased films, LucasArts responded by having a fan film contest in conjunction with one of the biggest fan community websites.
And this was from a company with one of the most valuable brands and stables of intellectual property in the whole world. On the other hand, some companies like to harass fans for being fans. One of these tactics is sustainable in the long term. One is not.
When Jason first posted about Jennings breaking the record for the most shows ever won, I was interested. I watched the show several times to see this man play. Many of those viewings were after I read about the ending on Jason's site. I knew Jennings would win several times that I watched because Jason had told me so. But it was only because of Jason drawing my interest that I happened to watch that show. I never watch television during the daytime, but I TiVoed a few episodes just to see Jennings win. It was nice.
But now, with the whole legal ordeal, after Jennings' losing episode has finally aired, and after Sony showing how ignorant a company can truly be, I don't want to ever watch Jeopardy again. So long, Mr. Trebek.