Ice Cube tweeted the NBA and CBS Sports hoping to get paid for his idea. Unfortunately, people who work at corporate studios are not looking for the next idea - they are looking to steal the next idea that has been proven by someone else.
This happened to my father when he was a CFO and it happened to me when I was a CEO. This is the new style of corporate raiders would rather steal an idea or product than spend the time and money to do what is necessary to create their own. Ie scouting, selecting ideas and doing market research. But what they are missing is the passion. It's a copy. It's not the real McCoy.
Original ideas are hard to find.