Cease and desist what? Sending them their bills?

Imagine you're a kid and your buddy shows you and your friends a simple but visually impressive martial arts manuever he learned from an older friend or sibling. You all thought it was coolest shit ever and a sure fire way to win any fight.

Now imagine trying to take that simple trick into a real fight without any of the additional training or conditioning involved in a martial art and getting your ass thoroughly handed to you. You also don't learn a damn thing from the experience and keep picking fights thinking it will eventually win you one.

Then you find out the "trick" is actually just some ineffectual bullshit made up by a guy who ran a McDojo that older sibling or friend attended. But you still try to win anyways because you know it's real and everyone else is just a dumb NPC who don't understand the power of your sick martial arts move.

Thats SovCit in a nutshell.