The clowns in the WT legal dept. have just no #@%$^ clue about how the world works now.
I can easily imagine them having a prayer just before their meeting, then determining "while under holy spirit" that "yeah, if we threaten him with a lawsuit with some big $ amount, we're quite sure he'll just fold up & quietly go away".
Of course, they must be absoutely blindsided that there are now all kinds of websites, read by untold thousands, proclaiming messages like "WT sues webmaster for printing in-context quotes of their own material which embarrasses them"...and are undoubtedly now praying even more fervently that the mainstream media doesn't pick up on the story.