I wasn't there, obviously, but I bet it wasn't even the business guys that decided. I bet it was a purely defensive move by the lawyers. Someone noticed that if a patent-troll bought epicski.com they could file a big trademark infringement suit against Vail. As to why it continued to exist? Mostly inertia, maybe a few mid-level people that didn't know they were supposed to be just going through the motions. There's lots of layers in this machine.