Templeton's response was right on target. But I can't help taking a crack at it:
Getting the idea that you should protect your brands on the internet: free.
Hiring firms to search out and police such "violations": $millions.
Getting slammed with negative publicity because you're sending out cease-and-desist letters like a bunch of idiots, which makes your customers think of your stupidity whenever they see your commercial: $millions more.
Learning from your mistakes the first time you make them: priceless.
There are some experiences that money can't buy. For every other mistake you make multiple times, firing the executive responsible is fun too.