I'm all into pushing the envelope and playing with social conventions. Hell, that's basically the thesis for my life. But there are some things -- addiction, misogyny, racism, and violence -- that are too sour to mock. Mock vanity. Mock economics. Mock family. Mock culture.
I appreciate a major, major brand's willingness to push the envelope. But at the end of the day this feels a lot like saying you're edgy because you're making fun of the fat kid in school. You're not edgy. You're just self involved. And, honestly, kind of a jerk.