" We've been very clear all along on where we draw the line," Jim Ward, Lucasfilm's vice president of marketing, told The New York Times. "We love our fans. We want them to have fun. But if in fact somebody is using our characters to create a story unto itself, that's not in the spirit of what we think fandom is about. Fandom is about celebrating the story the way it is. "

― Anne Elizabeth Moore , Unmarketable: Brandalism, Copyfighting, Mocketing, and the Erosion of Integrity