You misunderstood his statement. There are boundaries needed to be respect. Bill Murray is a nice guy and a great actor, but just because of that, doesn't mean you want to take advantage of him. The guy made this is not doing it not in his tribute but profiting off his back, a classic grade A douche-bag move.

By the same skew logic, if there is no boundary, if you see someone's wife on the street, just because she has a few holes and 2 legs does not mean she is yours.