The problem with pulling out the "quirkier" stories as "damage to their brand"... is that they have to show that the "damaged" rep has some kind of market effect. Since fandom's really big on "I don't own these guys, this is not the official version, WB/Paramount/Disney would be appalled by this story," there's no (sensible) way they can claim the general public gets a negative view of their characters.

Also, saying "thousands of squeeing fangirls buy our stuff because they think our villain & hero should be getting it on" fails as a claim of damages.