To be "fair and balanced," the article quotes Douglas Lichtman, a UCLA law professor who advises Viacom on copyright matters, "These companies are sending out 100,000 takedown notices, so of course once in a while there's going to be a fly caught in the ointment, Everyone's trying to be careful, though. They don't want the PR backlash that comes when they make a mistake." That of course is nonsense. The companies don't use any sense of what is reasonable or a significant violation. They don't want to spend the money to examine each of the violations and exercise good judgment. And most people fold, not wishing to bother pursuing the matter.
The article also suggests that another reason for takedowns is the desire to suppress criticism and cites an example among four other cases where the takedown notice was questionable. Another one involves copying a fashion design in the pattern of a fabric--extending copyright to protect fashion designs which are not patentable. Go to the article to read them.