TSR is ready to make big bucks from its D&D (tm) trademarks and
copyrights. Due to the anti-publicity these trademarks receive
from church groups, etc, the words "Dungeons and Dragons" now
stand for something taboo, like "Heavy Metal", "Pot", and "S&M".
Combined with these other elements, TSR can break into the
mainstream market and conquer.
TSR is _NOT_ going to be making this money off of paper RPGs.
TSR is going to be (or is going to try to be) one of the largest
entertainment providers in America by cashing in on its
trademarks in the media of interactive games.
TSR is paranoid. TSR views the Internet as one of the first
distribution networks for interactive games and wants to make
sure that they and only they have rights to many of the ideas
present in the D&D games. Even now, TSR executives may be cursing
the day that they allowed Nintendo and other video game makers to
stomp their copyrights and trademarks. Imagine how much cash TSR
would have if every copy of Ultima (for example) was taxed for
using the concept of levels and experience points.