Eh, I don't think it's trying to stir it up as much as not really caring if they do. It's the Microsoft/RIAA/GM/American Airlines theory of business. Customers are sheep and they'll buy what you tell them to.
If you keep up with the news on Hasbro, this isn't unusual. The Scrabulous lawsuit, the clue.com lawsuit, the Constructible Strategy Game patent war vs. WizKids, the Magic "tapping" lawsuit. They are aggressive about maintaining exclusive holds on everything related to any of their game lines, by patent, trademark, lawsuit, license, or any other means.
Half a million Facebook users play Scrabulous every day - Hasbro obviously doesn't care about angering them, so they're definitely not going to care about the couple thousand D&D players who are sufficiently plugged in to see and understand the GSL.
Read n Learn:
http://www.techcrunch.com/2008/01/11/hasbro-tries-to-shut-down-scrabulous/
http://games.slashdot.org/article.pl?sid=07/06/05/1226253
http://www.patentarcade.com/labels/Lawsuits.html
And let's get it out of the way cause I know the yes-men are chomping at the bit - yes, it's their God-given corporate right under US law to do all this. But it still sucks.