Hhhmmm, I'm not so sure about all of the apologies and rationales for this ludicrous behaviour. 

We seem to be moving the goalposts from 'we are above all this tawdry marketing and PR' to 'our PR is so counter-intuitive it is unforgettable and brilliant'.

It seems more likely we have witnessed someone under intense pressure have a very public meltdown.

Which ever way you polish this particular PR turd, it remains defiantly a turd.