It's interesting how much a week can change things. For me it's taken a generally positive opinion about a company that I've casually respected in recent months, turned it into a feeling of disappointment, and in the end, made me come to despise said company. I'm talking about toy maker GoldieBlox and their possibly orchestrated fiasco with The Beastie Boys over a viral commercial. When I first heard that they'd borrowed some Beastie Boys music without asking, and then preemptively filed a for a declaratory judgement against the living members of the group, like many, I blogged about it. The "facts" were few, the opinions were many, and all sides took their time with properly addressing anything. What we now know is that GoldieBlox seemed to have had every intention of using (whether it's "parody," "satire," "transformative," "fair use," "infringing" or whatever) the Beastie Boys' 1986 song "Girls" without any regard for the group's opinion on the matter. Their release today of a "Letter to the Beastie Boys" coupled with the removal of the offending video only solidifies that in my mind, despite their carefully-crafted, likely attorney-urged attempt at trying to save face. Whatever they spent on legal fees and the video itself, the publicity they've gained has been priceless. Everyone (myself included) is talking about GoldieBlox, and really, it's at the Beastie Boys' expense. Speaking as someone whose been "borrowed from" in the past without being asked first, that's not cool.