I suspect this will end up driving people away from big sites like reddit/facebook/twitter/youtube etc. and onto places which are small enough that policing them becomes impractical.
Sites will then have to sort of walk a tightrope between being small enough that they don't have to basically ban all image posts and links, and being large enough to make money.
Best case scenario is they are adding this so they can take down anything they want, then they will use it on specific occasions, but mostly ignore it.
We should organise internet boycotts of any TV show that actually tries to prevent people using images from it as memes, and have everyone pirate that TV show instead.
Eventually they will stop trying to press charges and things can go back to normal.
Relying on consumerists to boycott anything is an uphill battle. EA and Ubisoft still sell despite being completely evil even by most capitalists standards. I'm not saying you're wrong or that we shouldn't try, just that it's going to be hard to reach the increasingly apolitical masses.