Los Angeles–based clothing company Barabas used the name and likeness of brutal Mexican drug kingpin Joaquin “El Chapo” Guzmán on its website, flanked by photos of attractive male models wearing the same distinctive cotton shirts of the Fantasy and Crazy Paisley lines. The all-caps announcement read: “EL CHAPO GUZMAN WEARING BARABAS SHIRT!”36 Barabas’ excitement about its infamous customer met with criticism, but the company couldn’t keep the $128 shirts on the shelves.37 At one point Internet traffic crashed the Barabas website. Public outrage ultimately prompted the clothier to remove overt references to El Chapo and his photos. Is it ethical to resort to such extreme means to drive sales?