Oh, come now. Based on Vanilla Rasta's background, his performance at the news conference in which he'd only discuss "haircuts of the 1970s," and now this, I think it's very reasonable to assume he knew exactly what he was doing. Also, given that the whole idea of a guerilla marketing campaign is to promote a product by causing flap by non-traditional (and cheap) means, isn't it obvious Vanilla Rasta intended to create a stir? Perhaps not this flavor of stir, but a stir nonetheless. VR learned the lesson of unintended consequences the hard way, but I don't feel sorry for him in the least bit. He hasn't shown one ounce of contrition; not a drop.