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I don't think it's objectively good marketing. But then I guess it depends on what your philosophical stance is on "succès de scandale" (a logical extreme; there isn't much controversy here).

My stance on the ethics of marketing is that "anything goes" until you start tarnishing the names of others to get ahead. This is why trash talking past employers/coworkers has always been an insta-no-hire in my book for example.

Now I don't know to overstate what this guy did. Obviously he's not outright trash talking here. But I think once you form a company and start marketing then you should be held to some ethical standard. If you mention other people or companies by name then consider how what you're saying could be perceived.