Unbranding Redux

My Unbranding and Product Placement post was a real fan favorite, so I had to smile when this morning, TMZ reports that the watch that sparked the fight between Charlie Sheen and his "companion" for the night was a Patek 5970. Aside from the fact that Charlie has better taste in watches than most other things in his life, what do we learn from this?  Is it positive, negative, or neutral for Patek?  To me, this one feels like a case of "any publicity is good publicity".  As big of an a-hole as Mr. Sheen obviously is, I can't help but think his choice of a Patek still contributes positively to the brand.

Any thoughts?