Moffat is "annoyed." Elementary could, if it's not good, damage his "brand." Really? Sherlock is a brand? We're talking about a series that has six episodes, and will have three more eighteen months from now. Some brand. And Moffat seems not to have considered the possibility that Elementary might even be good. Though in that case, he might protest that Elementary's producers took his idea and eclipsed him with it. But would that be such a bad thing? It would force Moffat to up his game.