It is definitely happening. I checked Facebook yesterday and it was trending over 1M metric (views/shares?) at that time. Everyone is writing about it.
Risk of brand damage if the mod was not taken down, vs. Risk of brand damage if they took down the mod and the blogtwitfacesphere laughs about it...
And as I write this I notice I'm sitting in front of a Samsung LCD monitor, shit I hope it doesn't explode!