^Thus my points. Marvel seems to want to continue their Donkey-Fucker strategy of corralling the Fanboys together in opposition to anyone who is not for the Marvel brand. The business/negotiation aspect was probably perfectly formal. It's the press office, and Feige, who are trying to play this good guy/bad guy game with the media and fans. They know if they can get the fanbase to oppose Norton, and paint him as the bad guy, then they don't have to worry about possible viewers blaming Marvel or finding fault with their (second) replacement thus far.
In the end, it all boils down to your point: Be a professional. Only children and the lesser educated enjoy playground mudslinging...