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What Brujah said, although it's complicated by the fact that lots of celebrity sites used to do shady shit like posting fakes and using P-10 pictures in them. It's a money-grabbing scam, plain and simple, which is why he's going after processors instead of the sites themselves.
Basically, imagine if your models sued you even though they don't own the copyrights to your content, or if your competition sued you because their photographer charges 50X more than yours. I'm not surprised though, this guy employs a very high-profile law firm in SoCal that I'm sure costs a pretty penny just to send cease-and-decist emails to people. It's no wonder he claims P-10 spends $10,000 per photo, it's probably all legal fees.
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