Definite kudos to you for that, Rocky!
As for inconsistency, some copyright owners recognise and value it when their rights are respected; others have been burned in the past, or fear what they've seen happen to others; still others (Starbuck's and Disney, for example, as well as the Olympics) react more along the lines of hysterical jealousy or borderline psychotic mania. It's a bit like having to live next to someone with multiple personalities, when at least one of those personalities is insane.
One of my own favourite incidents was when Linden Labs, owners of Second Life, reacted to the parody site
Get a First Life by sending, not a Cease and Desist letter, but a
Proceed and Permit letter.
By contrast, we sometimes wonder, here in Washington state, if the Olympics committee is going to try someday to sue the Olympic National Forest out of existence.