Think of Goodwill as the value of a name. If Disney took over a well-known company, that would give them Goodwill value.
I would have given this a thumbs up until DH heard about all the negative feedback from the trademark attempt with Seal Team 6. Grownups in California were apparently surprised.
We were shocked when we realized how many people know exactly what Disney has turned into. $$$$$ no matter who you walk on. The days of the warmth from the glow of Mickey Mouse have been replaced by.......Mickey Dearest, at least on the corporate level.
They are having less luck riding on the Goodwill bandwagon.