I think it's good marketing, even though it probably won't make me personally buy their products anytime soon. But having a platform to respond to (preselected)

I think it's good marketing, even though it probably won't make me personally buy their products anytime soon. But having a platform to respond to (preselected) criticism in a humorous way seems to be a good fit for the target audience. Loved the cascade of fck-sites in the footer: fckoatly.com, fckfckoatly.com, fckfckfckoatly.com, fckfckfckfckoatly.com, ...