This is exactly what I've been saying, but it really does not help when a bunch of web sites publish stories willfully misunderstanding how the Hugo Awards work and encouraging a bunch of people to declare that they're all winners. And when those people start trading on WSFS's service marks, they're actually hurting the very thing they claim to value.

Now saying things like "AO3: 2019 Hugo Award Winner for Best Dramatic Work" with the Hugo Award logo are okay and actually helps our service mark by using it legitimately, and I expect to see merchandise of that sort from AO3. But individual contributors are, in their zeal to celebrate, harming the Hugo Awards, and essentially are daring the WSFS MPC to be "bad guys," which is very frustrating.