Not the motto so much as how everybody else currently perceives them. It's difficult for them to do something that would overcome their reputation, but if they

Not the motto so much as how everybody else currently perceives them. It's difficult for them to do something that would overcome their reputation, but if they manage it, that reputation comes right around and bites them in the rear. Suing everybody over something this trivial would do a lot of damage, and the giant reminder they have posted on top of the most visited page on the internet would push it straight into backlash territory.