Was GAP Logo Switch (& Aboutface) a PR Gimmick?

"It can be difficult to tell, but from a PR point of view you could certainly get worse coverage than having all the mainstream media report on how much people loved your brand and didn't want it to change. Any PR team would take that story over other types of negative coverage any day. So will we see more brands conveniently 'forget' about their brand equity in order to get their current customers to start caring more about the brand for a day or two?"

The GAP Logo Poll: Is Ignoring Brand Equity A New Marketing Trend?