I think that there is a difference between legal and ethical. For the most part, I rarely concern myself with whether something is legal. Screw them, let them catch me, is my usual thought. I will sing songs that I have never paid for, use anyone's images for a laugh, or in camaraderie, just because it's not legal, doesn't really matter.
As for ethical, now I would be more hesitant to play someone's song for money in a bar, but of course people do it all the time. And, if I was making money with an image that would be more of a problem for me.
I would think that a tobacco company would be more hesitant about enforcing their rights, if it might lead to total exclusion from a site that "could" become more popular. What if the cellarlabels site said, "sure," and they excluded all of SToP's labels, while carrying everyone else's labels? That would work against SToP's intentions. Ha ha, but of course, I think the websites main idea is so stupid that I cannot see it catching on.
For one, I just google the tin art of anything that I am putting into a jar in my cellar, and print it out. It's not much easier to use one that someone else has made... plus, I prefer to use the older versions of labels when I can find them, or make up one of my own. It's my jar, so I'll do what I want.
Just putting a label on the tin, because you don't want to see that FDA warning is rather stupid, and I don't think the majority of pipesmokers give enough of a shit to take the extra effort. I am jealous of someone that has so little going on in their tooty-fruity world that, that the black type on a white field on a label pisses you off that much. I wish I had that sort of luxury.