So Threshers and Stormhoek are at it again (no I will not link to it, but I suspect you can find it easily enough) - you can read my previous views here and here.
Having just spent 6 weeks trying to rid my body of an infection, I don't have the energy to fight a marketing "viral" campaign too, but I think that the consumer "body" will be better able to resist it this time around - although I may be wrong.
My own view is that resistance is low at Christmas, but that at the moment the word of mouth element will be sufficiently dilute for it not to take control. It would be amazing if it did, but there are probably enough deal junkies and gapingvoid 'disciples' to spread the word. However, how many times can Hugh do this before he ruins his own credibility and that of the brands he works on?
Let's wait and see. I suspect the answer will be inconclusive, with a rise in sales to justify the action but not nearly the same impact, vindicating the opponents.