Not sure where you came up with the $1 idea. I'm not suggesting that Disney blackmails NCsoft. But if Disney made a reasonable offer, and NCsoft refused it {because like we've seen before, they're not above letting pettiness dictate their business decisions} then yes, they'd be laughed out of the market. And while at the end of the day, I still think they value financials above reputation, said reputation would be trashed in front of their customers - whether they care about face or not, losing it publicly is something that would screw with their business something fierce.