It’s that they act like they own something that has been established long before they came along. Like, you can’t trademark a general concept that you didn’t create. You may have your own interpretation but just because someone has the barest skeleton of the concept doesn’t mean that they’re copying you. The finebros formula is people sitting in front of the computer and laughing at a video. That’s as bare as you can get. You can’t exactly sue people for doing the same because that’s been done for a long ass time, since before they came along. If someone used their logo and attached the name finebros to something that isn’t finebros then I could understand but trying to copyright the barest general concept is what really makes them pretentious twats.