And the system doesn't exactly work that great. Ask the many, many people who bought legitimate copies of the game but couldn't get their DLC code to work.

...I fail to see the big problem with this.

They didn't. They assumed that because they're Apple and the cool kids in the tech world they could just take it and no one would try and stop them.

Oh yeah, sure. Because we all know that Serenity didn't get any votes from browncoat Whedonites flogging that dead horse right? Get over it, Serenity is no less tainted as a publicity stunt than Colbert is. They had a vote, the winner isn't something completely inappropriate, name the thing Colbert. Not like people are going to be spending hour upon hour discussing the Colbert node rather than the International Space Station. Name another module of the station...