WTF some company I have never heard about, Alloy Inc, claiming copyright on SWTOR

I uploaded SWTOR gameplay footage to my channel so that others can enjoy, but got the email:

Dear (myname)
Your video (SWTOR video) may have content that is owned or licensed by Alloy Inc, but it’s still available on YouTube! In some cases, ads may appear next to it.
This claim is not penalizing your account status. Visit your Copyright Notice Page for more details on the policy applied to your video.
Sincerely,
- The YouTube Team

Who the hell is Alloy Inc and how did they get copyright on SWTOR videos??

also found this twitter:
http://twitter.com/joshtarle/statuses/196147485780090880

"Uhm why is YouTube claiming my SWTOR screencap video is copyrighted by something called Alloy Inc? And how do I fix that?"
Retweeted by Josh Tarle

I read on Reddit someone say that Alloy Inc is pursuing copyrights for all Electronic Arts/EA videos (though can't confirm if it's true)