The Thresher thing

Jonathan and Ross over at TMW are working through the Thresher promo thing apparently organised by Mr Gapingvoid Hugh Macleod. They both make some good points and Ross points out that the promo represents a 7% increase on discounting to coincide with Christmas and that after all the hooha, this may not harm Thresher's bottom line at all.

Well Ross, I have to ask, does this suggest (given Hugh's track record as a marketer) that this 'accidental' release might not be so accidental after all?