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By their current interpretation of copyright law (which hasn't yet been successfully challenged), the license is almost completely irrelevant, because they believe it is fair use. You need to first establish that what they are doing is copyright infringement before you can apply any license terms.

I suspect that the BadGuys(TM) will indeed ignore any sort of licence, as they have done with content that I created long ago.

However, for a laugh, I just made all the textual content on my key site explicitly CC BY 4.0. Most of my code is already Apache 4.0 and data CC0.

In other words: Licenses are only as useful as your ability to enforce them in court.

And yes, the companies are fully aware of this and that's why they do it, they know you won't dare sue them.