You agreed to the terms of the lisence (Ofc they still don't have full control in actual legal sense, they just have it written like that so they have their freedom to choose and they might not have to provide much of a reason)

The line is wherever the company wants it like in most things because people don't have any power (especially willpower to boycott)

I love how nintendo every couple months creates a big hassle by taking down or claiming videos and other content related to their IP and then a month later Nintendo hits a new sales record

Companies have free reign as long as people keep giving them money because no one is going to sue over a lost copy of assassin's greed