Well, I understand how people are more likely to take care of something when they own it (hence the traditional argument of capitalism over socialism, which accepts the human temptation to sin and to put self over others, and turns it on its head by making your destiny more your own) BUT that does not make it any less hypocritical, depending upon how a person presents himself.
Racing the engine or wearing down the brakes on a vehicle may not be immediately visible like a wreck would be, but it is most certainly damage. And if have borrowed or used something with the assurance that it won't get damaged, yet only worry about surface damage -- until you own it, that, my friend is, hypocrisy.
Just because someone can't see damage that you did, doesn't make it not damage. (Umm, like the teenager who breaks something and leaves it for someone else be accused.) Now, while I do not agree that the mashups are damaging, if the company believed that it was, and then changed their tune after they owned Star Wars, then it is hypocritical in their treatment of the partners. Just as much as the person who races and tears up the engine and brakes of the rental but comes back without an outside scratch and claims he "took care" of the car without damage.
