This stunt embarrassed a multibillion-dollar pharmaceutical company, cost a lot of people a lot of money, and drew even more attention to a controversy, while also eroding huge amounts of what little trust Twitter had left from both users and corporations (whether they advertise or not), and also focused all of this negative attention directly on the world's richest man and made it look like he's just a sad little boy begging for attention and validation from the masses.
All that and zero downsides? That's a huge win in my book.
All that and zero downsides? That's a huge win in my book.