The conflict between New Zealand's TV3 and Sony could have gone much differently than it did. Instead of suing TV3 into oblivion when it found out that the broadcaster had produced a commercial directly copying the PlayStation 3's "Montage" ad, Sony used the Kevin Butler persona to publicly absolve (and mock) TV3. In a PlayStation Blog post, Butler offered permission to copy all PS3 ads in exchange for "TV3's support in making the PS3 the OFFICIAL GAME CONSOLE OF NEW ZEALAND." And a Flight of the Conchords box set.
As if this whole story weren't cute enough, TV3 sent Sony a package containing not only the Conchords set, but other local treats -- and a plaque proclaiming PS3 the "official game console of Aotearoa." We'd never have believed it if we hadn't seen it ourselves: two media companies settling a dispute in a friendly, joking manner instead of litigation. Maybe every company should bring in a few fictional executives.