I'm not particularly fond of micro-transactions, I cannot stand the way intellectual property is handled in this country (US), and I dislike rip-off artists such as Zynga/King.
However, all King is doing here is playing ball with current IP legislation, protecting whatever trademarks they can. There's hundreds of games that are exactly the same in every category of gaming, just because King has the capability to create a high-quality successful series of mobile games (which are based off of extremely common gaming concepts) does not mean they are horrible people.
People get up in arms when these large corporations sue eachother over intellectual property. Why does the HN community have this double standard whenever a "little guy" can be made out to have been harmed? Just because you're the first person to think of a popular idea doesn't mean you own it forever.
Patent/Trademark/Copyright legislation is very clearly all bunk in the age of the internet. Get mad at the stupid laws, not at the people taking advantage of them.