hah. the best press conference of all time was held by the marketing guys after they were "caught". they refused to answer questions about anything other than their hair, and i remember some witty reporter asking them what theyd do about their hair if they went to jail. caught them off guard, hah.
It was less beautiful if you spent two hours stuffed into a subway car (because at first they kept trains moving toward where the device was, but they were slowed, so we stopped at two packed stations full of people who were going to be late for work.)
edit - here it is, beautiful
https://m.youtube.com/watch?v=X2fGzmphx4U