That's what's wrong with "publicity stunts" sometimes they're just not well thought out.  That's what happened with a maker of a new warfare based  video game.  Someone had the bright idea that they would send up 10,000 balloons carrying advertisements for the game.  The balloons ended up littering the San Francisco Bay causing potential danger to the bay and its sea life and the ocean.  At the very least these people need to be heavily fined and secondly lots of bloggers are saying the ultimate warfare would be to boycott their product.  Both sound like great ideas but then again the irresponsibility of such an act, and any fine enforced cannot repair the damage seen and unseen.  Yup, we humans don't need to worry about earth becoming inhospitable to us we are doing a pretty good job of destroying it on our own.  Another company that is "Stuck On Stupid."