I'll do my best.
Their original effort included to try to do what they were doing without alienating the 'die-hard fans' of
Tolkien (as they were called.)
But from their very first releases, they saw that they were doing exactly that, no matter what they thought they were achieving.
But what they ALSO saw, was the huge opportunity that all the controversy was stirring up.
And that itself presented the greatest advertising platform they could possibly have dreamed of achieving.
Not being ignorant, they decided to capitalize on the greatest advertising and merchandising platform they could develop - the Tolkien base itself.
AND they were smart. They KNEW the die-hard fans would have to stick around to validate their suspicions... so they were at the very least an early initial base who would pay to see.
PLUS they knew the "fanfic" base would come, not knowing any better, and not fearing what they may learn.
AND they knew that many folks who only had the remotest idea about Tolkien would see the controversy, and they ALSO knew there's nothing like negativity to draw a huge crowd. Negativity is as much a force as gravity itself... drawing people like moths to a flame.
SO.. they've simply capitalized on contention and negativity, knowing that, especially at this time in history, it's the greatest social force afoot among mankind.
And they desperately need as much short-term revenue to cover the costs of this as they can get. Even with their deep pockets this is not a small investment.
These folks are not dumb.
And it is for this reason I maintain "we must enjoy it for what it is (if we're going to enjoy it at all) and not for what it is not."
I guess that's about the best help I can give.