Lion caved and withdrew their misleading advertising. However, that was back when they were only selling traditional milk (containing A1 protein) and basically trying to trick consumers into thinking it was similar to A2. As part of their defence at the time, Lion disputed the health benefits of A2 milk.
In a strange turn of events, they now sell A2 milk. That should tell you everything.
By the way, there was never any issue with them selling A2 milk if they chose to.
They were just resisting the inevitable and going about it through deceptive conduct - conduct which they ultimately couldn't defend in court. Generally the wave of companies transitioning to A2 milk has been welcomed by A2M as vindication of the A2 proposition and ultimately increasing the value of their first mover status.
(20min delay)