Words Matter

Main Entry: de·tract
Pronunciation: di-trakt
Function: verb
: to take away some of the value or importance; detract from a person's reputation

It would seem that MW believes that cataloging information about JME takes away from the reputation of JME. 

If cataloging information seems to reduce someone's or something's value, perhaps the value was low to begin with. Perhaps having a brand built on perception and not reality is not good or ethical practice.