They don't care, they know it get's attention for those who will wear it. Drnec knows that powerful sales boosts can result from bold in-your-face show boat tactics because it has been proven. Make a big noise and those who would have tried it eventually will try it now instead. Those who wouldn't have tried it don't much matter, even though some may be on the fence and seeing friends try it will bring them over. The main thing is that attention grabbing logo or graphic design, on the vans, clothing, cans and in-store product displays are going to crank sales and in part just by getting people talking like you said. The social networks are just another big piece of that low cost marketing.