In the episode, the character known as Mr. Big, played by Chris Noth, suffers a heart attack and dies after his 1,000th workout. The event shocked longtime fans

In the episode, the character known as Mr. Big, played by Chris Noth, suffers a heart attack and dies after his 1,000th workout. The event shocked longtime fans of the show, and seemingly gave investors in the company a shock, too, for making a link between the company's eponymous exercise bike and the possibility of a heart attack. The show apparently got permission from the company for the product placement, but the company didn't know the context of the appearance. Meanwhile, my respect for Sex and the City surges by 5000 percent for pulling off this prank. "They'll never let us do this", they must have been saying to themselves. Simply brilliant.