Disney GIF - GIFs of classic Disney characters from your iOS keyboard

What's that? that is the sound of millions of dollars pouring into Disney's bank account

If they're doing their own KB app, and are charging for premium packs, how long will they allow Giphy and other such services to use their content? Obviously they get the benefit of free brand impressions via giphy type services, but at what point do they want to own it all?

I want to hate this, but I don't, and that bothers me!