They might be so friendly in that other case, but they shouldn't be.

There's a big difference between the two. In the book case, they have a fan in an entirely different business who infringed. They're sane enough to realize that this is very unlikely to impact their bottom line, and there's no malicious intent.

In the "Jack Dawson" case, it's naked profiteering off the original brand's name recognition, and it's clearly malicious. Why be nice?