Yes, there's good hype. See Starbucks.

Nobody ever called Howard Schultz stupid. Yesterday's very public training shutdown got Starbucks gazillions of dollars in media coverage, as befits an iconic company. He got the full attention of all his employees, in the most positive way possible -- attention being paid to them as first priority. I could crow all day about the brilliance of this move. Above all, it's honest. We've got problems: watch us fix them. Take notice, Pfizer. How about a little candor, double-tall.