The value of a performance is protected by copyright; the value of an invention is not. An artistic innovator is given but two choices absent patent protection: to sacrificially innovate for the unearned benefit of thieves, or to not innovate. Both options are morally and practically repulsive.The firm in question is confident that storyline patents will stand up in court, and has started filing and publishing them; for a fee, you can patent your latest story. Mind you, the US Patent Office hasn't actually decided on whether such patents are valid, but until and unless it shoots them down, the holders of the applications are entitled to litigate against those infringing their patents.
The first to patent the 7 basic plotlines wins!
There might be some prior art to worry about: http://www.gamedev.net/reference/articles/article255.asp