Yes, that is certainly true, but I think there is a certain monetary value attached to that virality that Disney now wants to cash in on, which is something they haven't done before.

There's also the outward plausible deniability of "well we couldn't have known that people would break the guard rails". I can't imagine any other explanation. This decision must have gone through a lot of channels and they must be aware what these characters will be used for.