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@GW - To put it simply, all php code integrated with WordPress (as a plugin, or a theme) is required to also inherit the GPL.
GPL does not automatically apply to any images, css, html, etc... Many premium themes are "split-licensed" in that the GPL applies to the php and they can choose any type of license they want with how they choose to handle the non-php assets.
Unless you also release your non-php assets under GPL, you still retain control over who you choose to license them to. It does not give everyone else the right to give your stuff away.
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