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? Β Is it positive, negative, or neutral for Patek? Β To me, this one feels like a case of "any publicity is good publicity". Β 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?