If you were cynical, you could say they’re pushing the bounds because they know they’ll get whacked for something eventually, even if just for owning a huge chunk of e-commerce (already the case). And if they are going to, why don’t they choose what that’ll be, and the thing that makes them hardly any money? I’m sure they’d be happy to pay basically nothing (what, use their lawyers already on retainer and wind-down contracting of white-label crap? — and maybe pay damages, which seems unlikely they’d let it go that far).