Coincidentally i am writing something on Benetton at the moment following on from an earlier post of mine on the subject (http://wp.me/pTiEZ-Ho). I am not at all sure I share your view that this is a courageous campaign. UCoB are employing a deliberate marketing campaign that yes may provoke but is, ultimately, about maximising sales. It is a tactic they have used for decades - I don't see a tried and tested (and arguably expolitative) marketing technique as a courageous act.