I'll stick my head out on this one. I don't really see what the issue with them doing a side project like this is, or mobile for that matter. They have different divisions and if they think a tie in like this will be profitable, why not go for it?
People flipped out about the Castlevania Pachislot, but it's the 4th in the series and I don't recall anyone complaining about the first 3.
People are unhappy with the way Konami is doing things and I completely understand that, I'm not happy with it either. Sega has certainly had it's issues but they aren't going down Konami's path. They do have a diversified business though, and what's wrong with that?
Anyway I don't see the big deal, Sega's far from perfect but I think this is the least of thier issues.