This reminds me of the 1993 Chretien attack ad (http://en.wikipedia.org/wiki/1993_Chr%C3%A9tien_attack_ad).

Before the conservatives launched the attack ad, they did some research, asking whether the ad invoked negative feelings about Chretien and the Liberals. Almost everyone replied that it did.

What they forgot to ask, however, was whether it invoked even worse feelings for the Conservatives who ran the campaign. It turns out it did.

I hope MSFT knows what they're doing.