This discussion is definitely happening in hushed tones and in closed meetings at all the major companies. So this person is probably a bit of a loud mouth who hears this often but no one wants to say it publicly and he lashed out with his comment in the wrong venue
I remember years ago with the popularity of Starcraft 2 streaming, Blizzard licensed tournaments and the rules seemed kind of fuzzy as to what constituted a tournament requiring a license. Questions like, "Does somebody hosting a bunch of players playing for a $100 prize need to be licensed?"
Then the craziness of the growth of League of Legends audiences really got the suits looking for revenue streams.
I figure that most are waiting for a tipping point where they feel the free advertising aspect is outweighed by potential licensing revenue and their ability to enforce it (maybe by audience size or views).
The fact that really sticks in their craw is that some of these streamers are pulling in significant money using their product and these companies operate by licensing products and services themselves. Both purchasing them and selling them in order to operate their businesses. So they probably believe the same rules apply to these streamers.
With the number of streamers growing like it is, I will be ordering a big bucket of popcorn for this one.