My mind sees Sherlock as a kind of least loved child of the BBC.
Doctor Who: BBC! BeeeeBeeeeCeeeeeeeee!
BBC: Hush now Doctor Who, my sweet. My pretty. What do you want? A new series? Five? A Christmas Special? All of Moffat's attention? How about a new type of hat. Huh? Would you like a new hat?
Sherlock: Can I...?
BBC: No. Go stand in the corner and eat your jam.