Corrupt the word associations: The best way to subvert Tolkien?

People often talk about how recent "adaptations" of JRR Tolkien's works and his world, seem to be attempting to divert or subvert his message into something qualitatively different; with devices such as Mary-Sue Girl-Bosses, nasty "hobbits", and sympathetic orcs. 

But probably a more potent subversion is less recognized: which is the use of Tolkien's names to label "tech companies" - corporations whose mission and activities are inversions of JRR Tolkien's personal values (and this applies whether it is good or evil names that are being deployed). 

In so far as such corporations achieve high visibility, this must have an effect of weakening and tainting, if not actually usurping, the nomenclature, when it is encountered in Tolkien's works.  

Is this just deranged fanboys cashing-in? Is the inevitable harm to JRRT an accident? Or maybe the corruption is intentional; because Tolkien is a threat to the corporate totalitarians? 

Well, make up your own mind.