Obviously both sides don't agree that the relationship is mutually beneficial. If one side not only thinks they can sell what they have, but also finds a buyer willing to pay, is it really greedy to walk away from their current deal. It is not evil for content producers to want to get paid, nor is it evil of them to do business with people who want to pay them.

Search is already fragmented with plenty of sites indexing private article databases not available to Google, how is one more going to make that much of a difference?