I think it's less about capitalizing and more about trying to poke Scalzi and Tor Books with a sharp stick.
He had this to say about Scalzi a few years ago:
Quote:
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The fact that a mediocre and derivative hack without any discernible talent beyond self-promotion and petty snark could turn 300k monthly page views and a color-by-numbers Heinlein ripoff into a near-guaranteed $250k per year is borderline astonishing.
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There's been back and forth from both sides over the years.