I wonder how much of that stuff was actually owned by the airline vs. being owned by the Virgin Group. When they terminate the license to use the name in the next year or two, they'd have to pull it all, but it's also possible that there are other, smaller license agreements that are running out before then.
Certainly not assertively saying that it's not a dick move on Alaska's part, but I know that the legal agreements between SRB, the Virgin Group, and its partner airlines are super complex, and this may have a less malicious backstory.