If you are going to put something out in mass media, whether in print or film, and it is successful, someone will want to use its popularity to sell something. The only way around this is to maintain all rights to your 'something'. Alan Moore may hate every version of what has come after what he made, but he allowed it. He is making money. He sold his rights. He may hate Watch'bricks' or even Watch'mates' but he is getting his shilling and bitching too.