I don't view either side as saint or Satan in this picture, but I do agree with the point raised above that I feel a little meh about UT in this as having portrayed themselves as a one-woman startup, with a mission statement VERY similar in content and tone to Jenny Hart's, when that's not quite what they are. Being part of a small company run by dedicated crafters, as Embroidery Library claims to be, is great and perfectly respectable; I'm not sure why the UT "about" information isn't therefore more transparent about it.
I agree that crafters will buy the products they want, and I certainly hope there's room for multiple individuals/companies offering fresh, modern embroidery designs. I really like the Penguin & Fish designs best myself! Cute as a dang button.