Exactly. Yes, I can understand they felt frustrated at what they perceived as theft, but when you're about to go on the offensive, you need to step back and attempt to recognise how a disinterested observer might see things.

We've seen dozens of examples recently of companies acting recklessly and doing damage to their brands because they believed themselves in the right (see Quirky's protest out the front of OXO's offices in January, for example: http://www.oxo.com/quirkyresponse.aspx). It's a bit disappointing that LV followed suit. Didn't expect this from them at all.