Except they didn’t do any work for the exposure. If a marketing agency had come up and executed the Ghiblify everything model as a PR stunt we would call it the most genius creative campaign of the decade
They did though. The studio engaged in tremendous amounts of work and created good will, in addition to their specific creative works. Their visual style is tied up in that good will. Use of the visual style for profit without consent is, at least ethically, misappropriation of another's value. And "You should be pleased I used your creative work because now more people will know about you and you will make a lot of money from this!" is one of the oldest defenses to misappropriation of creativity.
I'm not even mad. We do a terrible job in our society of valuing artists and creative people generally and in explaining the value of intangible things, especially something like good will. People have been misappropriating fonts and clipart and screenshots in presentations and posters and whatnot, duplicating clever branding ideas and the creative efforts of others, and so on for _decades_ if not longer, all without ill intent. It's something we need to fix and never will. But when that becomes a channel for another to directly profit, it begins to venture out of harmlessness.
You're entirely missing the point. The average western person has never heard of or seen any Ghibli movies. GPT use is heavily skewed by nerdy types. The average football watching big-bang-theory-is-a-smart-show type person doesn't know what any of this is.
If Ghibli feels like they are getting screwed, they could've taken this opportunity to promote themselves, is the parent's point. If I were in their marketing dept I would have been screaming "guys, non-weeaboo people are seeing our name in the news, let's fucking capitalize!" When has Ghibli ever trended? Set up some screenings or stream Spirited Away on their site for a couple weeks or somethin. If they want to win hearts and minds, that's what you have to do. As of now, it's already out of the MSM news cycle and forgotten.
