I don't see them trying to control everything here, they do as they do with the stake they hold though and, that is definitely part of the reality of operating in a decentralized environment. I actually don't see it as a problem for the healthy functioning of Steem as eventually with communities and SMTs, the owners of those can choose how they operate for their users. Steem however is and should be stake based and open, this doesn't mean everyone is going to earn out of the Steem pool though.