Tecmo Suing Gamers?

CNET has a story that game maker Tecmo is suing the admins of a website that offered hacks for DOA Xtreme Beach Volleyball that allowed gamers to put new "skins" on the scantily clad women in the game, rendering them naked.

Wait a second... this time last year, it was announced that Tecmo was offering a life size pillow (dakimakura) for a DOA promotion with XBOX in Japan...

Regardless of the fact that I think game makers need to see these "hacks" as an integral part of the marketing of games, this seems like contradictory behavior on the part of Tecmo.