It doesn't have to be a website "war". People like Houchin and Garcia simply release things on different websites, its normal. Many many magicians do this. It's like how you will see candy such as M&Ms and Skittles at Walmart but they also have them at Target. Maybe a magician wanted to release an effect but one website turned their effect down and the other one said "yes" to them. Like I said, it's normal. Just because someone releases an effect on theory11 doesnt mean they can ONLY release effects on theory11.
Exactly. Only ego driven people stick to a single company/brand like that.
Madison is largely his own entity - he just works in conjunction with E currently because he likes what they do and the opportunities provided to him through them.
Both Houchin and Garcia, as far as I know, are purely their own entities at this point. They may release a product through one site or other, but they make that product themselves then see who they get the best deal with afterward.
It really doesn't matter, though. Their art and style is what someone is after, so wherever that is, that's where you get it.