It's not about spending cash, Mark. C'mon. It's about building brand meaning and attempting to influence what could easily become a negative and business reducing conversation, and I say good for them. Sure, to date, the product has said a lot about who they are, most of it very positive, and call it 90%+ of their PR has been ultra-positive. But, they clearly see that the bar is now so high and soooo much is expected of them that *not* attempting to build some brand meaning of their own choosing would be almost reckless. If they don't, when the tide turns (yep, that's "when") they are swinging in the breeze. They *have* to build a positive image now, to have some degree of support to fall back on when things change. And yes, sometimes (in most of the world, almost always) that means paid advertising. Lots of money has been spent on worse things than molding a reputation. Good on them for realizing that, I say. - Stuart