If you search for "Bricks and minifigs", every result apart from their main website is about this controversy. One of the values of a franchise is the branding

If you search for "Bricks and minifigs", every result apart from their main website is about this controversy. One of the values of a franchise is the branding; at least for the forseeable future, this will be a negative value. For a company that serves a small niche community, this seems like suicide.