Et Tu. Universal?

Universal took advantage of Firefly fans as part of its viral marketing campaign to promote Serenity. (Firefly is awesome, by the way). According to Slashdot, Universal is now going after fans demanding licensing fees- so fans are serving Universal marketing invoices. Now, Universal might have some points in there- but when are they going to learn that cease and desists from lawyers are not the best way to convey their ideas?