I read that as Quirky's CEO saying "I didn't think it through properly and this is a poor attempt at saving face, I sincerely hope OXO don't make me look silly

I read that as Quirky's CEO saying "I didn't think it through properly and this is a poor attempt at saving face, I sincerely hope OXO don't make me look silly again." Honestly, it is never a good idea to do a negative campaign. Concentrate on telling people why you're product's great. Don't mention the competition because at best it comes across as lacking class and at worst you dig yourself a hole. And keep digging apparently...