As it turns out, MTV is willing to air ads for Morgan Spurlock’s anti-McDonald’s documentary/diatribe after all. In fact, the whole dust-up appears to have been one of an increasing number of “the-world-is-against-me-whatever-happened-to-free-speech-for-the-little-guy” marketing blitzes, a technique used with great success by Michael Moore. “The episode offers a glimpse into the new world of documentary marketing, in which controversy and big-league publicity gambits are increasingly part of the strategy for box-office success.”