[hluska]

When a big company decides to use your name, your options are very limited. You can try to take the fight legal (and face the big company's entire legal team plus the distraction of suing a behemoth). Or, you can turn their massive publicity machine against them and set yourself up as an underdog.

The media loves David v. Goliath stories and being cast as David could have profound marketing opportunities for 53. Kudos to 53 for having the sense to handle this gracefully.