Is it just a storm in a teacup? Are people over reacting?
http://www.buzzfeed.com/alyssajayne/how-not-to-use-social-media-101-pgg2
If they had just came out straight away and said "sorry guys we fucked up" it would have calmed down the whole situation and they would have
turned around a major stuff up into maybe even a minor victory...
OR....
Maybe just a very risky gamble at publicity.