I submitted that question but to this point it hasn't been answered. This whole situation just feels like a giant money making scheme to me. Here's how I picture this all got started ....
(my opinion only)
Vorys hires a smart guy to track a specific reseller online to help win "a" case. Light bulb goes off and they develop a software that can track a multitude of products and resellers for future cases. Being the leaches they are, sit around a table and say "Time to cash in and bro down!". They put together a PowerPoint with loose case law and a broad list of accusations that could apply to many different brands and head on down to the local trade show. Meanwhile, one of the attorneys developing said master plan calls his buddy from law school over at AmazonSellersLawyers.com (more on this later) and tells him to add content to their website claiming to combat the Vorys letters. Saying something to the effect of "This is going to be big! Don't miss out!" and jokingly asks for a referral fee.
Walking around the the trade show is a poor innocent Lego representative minding his own business when all of a sudden a Vorys monkey pops out and does his sales dance. Beating him down with fancy charts and lawyer speak ... using words like streamlined, cost effective and produces made up RESULTS! until he finally agrees to "talk to his manager".
The Lego manager decides to employee this strategy, not because they want to sue a bunch of unauthorized resellers, its because they want to be able to tell their pissed off and winey authorized resellers they are doing something to help them compete.
(exit opinion)
As for AmazonSellersLawyers.com, I took advantage of their free consultation and man was I impressed! I never actually got to talk to one of their attorneys but their sales team had all the right answers ... and for a flat fee of $3500! How could I pass this up!? In all seriousness though, they did nothing wrong, it was just my gut telling me something wasn't right after they called me 3 straight days seemingly begging for my retainer. I had to tell them I retained someone else to get her to stop calling. She also made it seem like they were very friendly with the Vorys which turned me off ... I wanted a shark, not a minnow.
Regardless of my opinion it's pretty easy to see who's the main beneficiary from sending hundreds of C&D letters ... Vorys. I'm sure their eControl is working quite well ... resellers with very little stake are dropping out with nothing more than a whine and the outright thieves run and hide. These numbers are then presented as proof to whatever story needs to be told. The fact that Lego hasn't sued anyone selling legitimate Lego product tells me dragging a bunch of people to court is not their intent and why we're choosing to hold our ground.
When I was a kid Lego was a "Toy" but now as an adult its a "Collectible". You can't have collectibles without a secondary market and with that comes the reseller. Lego should be embracing us and the value we add to their brand name. Lego customers will continue to pay inflated prices as long as the perceived value continues to go up. You're welcome.
Vorys planning their pitch meeting to Lego...