It was more of a joke - but as soon as I hit post I realised I'd misread what you meant about this being media-led, rather than your original point suggesting it might have been M&S planned. I've already gone back and re-edited the post acknowledging that.
It's fine, I got that.
I meant more that I wasn't going as far as suggesting they 'planned' it. Just that it wouldn't surprise me that they would have seen it coming and were ok with it. Still cynicism, just not to the extent you maybe read into.