Clickbait headline. BMORG has made it clear that they will aggressively go after (most) commercial uses of the Burning Man intellectual property, regardless of whether it is a positive or negative portrayal of BM. I happen to think BM should be CC not (c), but that's besides the point. Quizno's could have called it Flaming Man or something, but the extra controversy has been part of what's making the video viral. Jokes and critique are rather mediocre IMHO. (and nothing that hasn't been talked about in BM circles for a long time)