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In response to "why would they have to pay anything? -- nm" by Reagen

They don't like anyone using his likeness or words without paying compensation or at least getting permission, even college students writing papers.

Partly kidding, but also not. There is fighting amongst his heirs about this, but they have a rep of being relentless about protecting his image and marketability to the point where they come off looking greedy, not entirely unearned.

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