Is legal action really a marketing option?

Is it just me, or does it seem that many companies see the best response to something they disagree with is legal action?

Cease and desist, threatening lawsuits, etc.

For example, this story.  Was suing because they didn’t like what was implied by the ad the right choice?
I don’t think so.  I think it shows lack of imagination, lack of creativity and a lot of what is wrong with many businesses today.

Why not just say, “Well, they got us.  Let’s get them back.”  People are too sensitive and quick to have their feelings hurt these days and I think it prevents many from lots of opportunities.

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Is legal action really a marketing option?

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