I believe LL was being overly reactive to Lively's announcement.

It seemed like they were doing a, "Hey! Don't look at them, look at us! We were here first, and we're going to be bigger and better than ever!"

In one sense, it seemed somewhat childish. But in another sense it was necessary to draw attention back to themselves. Like always, they could communicated it in a more positive, and less, "me too!" way.

They need to hire a good, proven effective PR person.