I still think that society as a whole loses because of this lawsuit, rather than gaining a benefit.
So you have company A that has some kind of franchise and they only use it in market A. Company B comes along and uses the same ideas, art, etc. but extends it to market B because company A didn't have it in that market before. So, society is better off (regardless if you really think the product is "good" or not, it's safe to say that having a product available in the most markets is best).
Now company A gets mad because they didn't (for whatever reason) expand their product to market B. They are currently legally allowed to then go after company B because company B used particular images / ideas / whatever associated with company A's ideas. Company A is allowed to legally take the benefit of the value that company B added to society. Note that this is actually a pretty nefarious thing: on one hand it sounds great and grand because "look at company B they copied company A's stuff" but on the other, company B provided something that company A was not willing to provide.
Even as someone who "creates content" myself, I think there should be no protection on the ideas or images themselves - only on instances of the images: that is, physical objects on which the image or ideas are rigidly embodied. This means electronic "copies" are not protected, because there is no "rigid" embodiment. Yes, this makes it more difficult for people who have ideas to gain compensation for creating ideas. But at the end of the day, ideas are not what people pay for - they pay for physical objects or experiences which convey the ideas. That's a subtle, important difference.
Until companies and lawsuits start dealing with that concept, we all lose, regardless of which "hated company" loses a particular lawsuit.