They're so desperate to keep a tight grab on what they have, they lose sight of what could be. It's like the music industry ~20 years ago. Rather than suing people that were downloading - FANS that were downloading - they could have gone "how can we monetise this?" Or even, "we have a ton of cash, let's buy the small companies that are doing MP3 stuff and see what happens." But they fight it to the extreme (looking at you, Metallica) and everyone loses. Until now, when a large portion (what was it last week, 75%?) of the revenue is now precisely what they fought against, but they've lost a large portion of the control.
Same thing here. I haven't watched Star Trek for ages. But fans and fans talking are what makes something successful. Based on the article alone, this looks far more like a passion project than a revenue driver. Surely a more sensible approach would be "We love that you've done this. We'd like you to advertise our new/old show/merch/whatever" and we'll send you some goodies to say thanks. Everyone wins.
Sigh.