They know. They have had several offers for the domain already. But I can see their side.
First of all, there is probably plenty of printed materials with their domain name on it. If they just dumped the domain, they would have to reprint all of that and there is no way to recall all of that material that has already been distributed as well.
On top of that, how much would you pay for a 5 letter domain that actually has a meaning? They would not be able to find a suitable replacememnt domain that reflected their brand and has the high value easy to remember value going for it. Just not possible in today's world.
As far as the bandwidth, think of it this way. An established company has been in a spot for a very long time. Suddenly a trendy and popular club pops up next door. So popular in fact that the visitors to he club park on the other company's property and fill up its parking lots. The company's cliets and employees can't find parking and can't get in. The people who do park there would never shop in the estabished company's store. The parking lot is getting torn up and it is costing the company money in both maintanance of the lot and lost business.
In the offline world, that company posts notices and get police orders to keep the club goers off their property. They may even have cars towed or work out a deal with the club where the club rents the parking lot. They don't just "suck it up" and figure it is part of business.
Here is an article about what I was talking about earlier. I really do think they are only doing this to get YouTube (now Google) to sit down and talk about this. [money.cnn.com...]