No masquerade. It is innovation, we can see that with our own eyes.
Theft sounds like the misrepresentation, though.
We broadcast content into the world; it's really a tough sell to say it's theft when somebody takes what we give them and builds with it, especially considering the lack of the scarcity factor underlying the common concept of theft.
So it doesn't sound like theft masquerading as innovation as much as innovation being misrepresented as theft in the course of grinding some axes.