I bet they just never thought of it as valuable, since it wasn't making them any money. If Mr. Weinberg was able to get through to the people with yes-power, they'd probably just shrug and hand it over. (I'm assuming here that there's a technocrat with marketing chops sitting in that chair, who can see what such a "gift" buys them in terms of developer street-cred. That might be sadly optimistic, but if it is, then it's exactly the thing Mayer is trying to fix--getting all their best wood behind the important arrows.)