artists vs corporation, in a battle for the net

speaking of commodity...
a lot of contemporary artist are becoming mini coporations or factories creatiting a product, it may be an art product, but it is still a product that is created and then sold. This is just one way that artists are interacting and reacting to corporations and the growing powers of capitalism. Some are less embracing of the corporate model.
an a swedish artist collective known as etoy takes such an aporach to their art, even refering to themselves as "artivists" (a combination of artist and activist) in their rejection of comericalism. they have a webpage at etoy.com their webpage is set up as a corporate site even offering job listings and such as a sort of mock-buisness.
when the company eToys got a complaint about etoy's site they wanted to have their rights to the domain name (which they had before eToys even started) revoked. etoy protested their claim, as well as many other online activists, even staging a online stand-in on the eToys site to clog traffic for potential shoppers. a movement was created with a large following. almost turning into ome sort of internet stunt.
which is where the irony, and the connection to my subject comes in. this is a group that is constantly clashing with corpotations in their art topics and now they are actually clashing with a corporation on the web. creating a comotion that some dubbed connected to their art projects.
so, i guess this raises the question: if an artist collective protests on the net is it net art?