Last year's RATM success was a great coup. Other bands (and/or their record companies) trying to pull the same stunt kinda defeats the purpose don't you think?
The campaign is also raising awareness of the charity Rhythmix...
Recognise the name? That is because the X Factor stole it for their so-called "girl band". When asked by the charity to change the name, X Factor suggested that they "get a lawyer".