I think part of Steve's problem here (even though he's calmed down quite a bit) is that the value of his business is his brand recognition.
Some guys goes to work and over lunch with a buddy says "I saw this awesome babe last night on the net named Tawnee Stone"
His buddy then goes home and google's Tawnee Stone, and lo and behold the top results for that keyword are review sites.
The surfer clicks through and is then told that Tawnee's site is "just ok" but here are 15 sites we think are better.
Now Steve's branding which has costs him hundreds of thousands of dollars is what brought that surfer in the first place, and then the review site with the SERP ranking sends the surfer somewhere else.
I'd be pissed to.
This is very similar to the problem Shap has with blogs using a bunch of his pics on a page when the main purpose of the page is to promote someone else's dating site.
If Steve wanted to he could literally force review sites from using the names of his models at all, since they are his intellectual property, and I think he feels that review sites are using "his name" to make money from "other sponsors"
He has some legitimate gripes here
