This is the correct response to this meme. The hacks are far too damaging to be viral marketing.

That said, there can be no denying that Sony turned lemons into lemonade, and milked this attack for all the awareness it could possibly get.

I saw "MPAA cyberterrorism experts" on CNN, I saw CNN commentators say that in the interest of free speech, it was every American's patriotic duty to see this film.

This was happening in the context of Project Goliath, and threatened legal action against twitter and individual users for posting the leaks.