Maybe they are just explicitly cautious to not end up involved with the "Chilling Effects" list? (Seems likely, since they are one of the very few big companies not already very well represented there.)
Probably the mouse coin will see some response first. Walt&Co seem to have no reservations about sending out a C&D at the drop of a hat.
Thus far there is no big money in that. If they aware of it as you say their lawyers are hard at work figuring this "crypto-shit" out, while puling their hair trying to figure out what the hell is this thing. art-coin.
They must be prepared for the scenario that this will take off. someone there is doing crash curse on bitcoin and the poor thing have to learn all about counterparty too. :-)
They don't need to figure out the "Crypto Shit", just calling it Coca-Cola is enough to get their attention