Religious groups are just as capable of engaging in cunning marketing schemes as commercial organisations (if, indeed, such a distinction exists).
The mere mention of a banned video with a traditional religious message in the run up to Christmas was guaranteed to be splashed all over the press in a frenzy of head-shaking disbelief in no time.
What we have seen over the past few days is merely a more sophisticated version of the tried and tested viral marketing campaigns employed by all kinds of religious and political groups daily on social media.
Step one: make an almighty fuss about something nobody would have otherwise known about. Step two: sit back and relax as it goes viral in a self-perpetuating cycle of manufactured hurt, offence and counter-offence.
Give your PR company a raise.