So? Microsoft, Autodesk, Dell, EA, etc. would prefer you not be able to sell used copies of software or hardware. As long as it's legal, what's wrong with doing so?
I agree that legal is not equivalent to right, but in this case, I don't see the moral argument against this. Everyone benefits from this; the overall benefit to society is positive.
My point is that company A is asking company B not to use the content that was submitted directly to company A's site on company B's site.
Company B is finding a round-about way to do it anyway.
In my opinion, this is the wrong thing to do. They should respect the wishes of company A and just not do it because they were told/asked not to.
I believe that just because you "can" doesn't always mean you "should".