Because it's time to deploy a weapon of last resort. Big Content long ago declared Total War on the internet. Their bungling made this distasteful but initially

Because it's time to deploy a weapon of last resort. Big Content long ago declared Total War on the internet. Their bungling made this distasteful but initially limited its scope to courtrooms and extortionate settlements. But they've discovered their own nuke. They're going to do their best to drop it.