1 - That doesn't matter to me, and i think it makes sense for the company that made the original project to feel the same way.
2 - The things applicable here (to my knowledge) are not downloadable games. The closest thing would be YouTube videos, which is literally on similar levels to basic fanart. I will agree that it makes no sense to oppose these things. However, if you noticed, I did point out the Rule 34 stuff. They can hate it all they want to, but what can they do about it? Nothing. So they do nothing. With this fighting game, they believe that they can do something, and I think they have that right to make that decision.
3 - If the project is still on, then why are people complaining about it? Seriously. Nobody has given a legitimate reason to be bothered by anything that has happened yet. Even if Hasbro had been successful in making this group cease their production altogether, so what? As you have pointed out, this group would gain nothing from the project; likewise, they'd lose nothing, and neither would the fans.