It's done all the time in the entertainment industry so it wouldn't be surprising to see it leveraged here. And even if its not being employed overtly, another way of interpreting my message is that these companies receive a net positive just by being in the "controversy" whether they intended to or not.

I have heard a lot more about the PS4 platform from all the clever hacks people have come up with than I have about the 360 or xbone, and if I were to buy a console it would likely be a PS4.