Corporations are not the only ones who want their content protected or their services to be secured against cheaters or spammers. Corporations are the ones most capable to invest into improving security. For example look at VRChat avatar artists vs avatar stealers. My philosophy is that if an artist wants to have their avatar secured from being stolen that it is right for the avatars to be protected from users being able to copy them. It is less that I hate users having the upper hand against these artists, but that I would like the artist's desires to be respected. From the trusted computed standpoint I want indie developers to have a chance in creating things without having to invest as much time and money into experince. If you can protect you scoreboard's integrity by trusted computing then the time you have to spend removing hacked scores or detecting people with cheats or licensing an anticheat goes away. It shifts the responsibility from the developer to the platform.
If you've never had something you've made violated by users and have been unable to stop them you may not be able to empathize with people in those situation wishing for a solution to exist.
There are people do not want others to use the avatars they made. This doesn't require the concept of IP or require some definition of stealing. They want their work to be protected and are looking to platforms to protect it.