>He's shaming them for not backing down while he simultaneously will not back down. His framing is disingenuous

The post is very clear about what settlement he wants. He's not accepting their terms, and shaming them in the post, because they're not willing to make an apology.

You could say that is unreasonable or immature, but whatever. He clearly doesn't feel compelled to settle for less.

Regarding the lawsuit threats, there is a big difference between the two sides. There's is clearly baseless, where his is clearly justified. His trademark suit seems to be the biggest thing they are worried about.