I did some negotiation with Rumblefish and Paul about 5 years ago when I ran a digital music company and I have to say that in the sea of bloodsucking fucktards that exist in music licensing Paul and Rumblefish were a breath of fresh air. They were the only company I dealt with that actually gave a flying fuck about their artists and were always very supportive of up-and-coming bands. Hell, their entire business model is around putting unknown artists on soundtracks, or in commercials, and henceforth are actually supporting the artists in a way that previously only the major labels would do.
All of that being said, it is obvious Rumblefish fucked up this time. Who knows exactly why, but they did. I think it is important that before crucifying them you understand that the service they provide is extremely valuable to artists not on a major label.... so at least give them that.
And before the venomous masses can call me a shill or whatever: we actually never did business together, nor did I remain contact with Paul, and so I have no reason to defend them other than what I stated above. People and companies fuck up some times. I have a feeling Rumblefish will learn from this mistake.