When the Ipod launched, Apple sold "U2 Special Edition" ones that had the band's autographs etched to the back.
Guess what Creative did for the launch of their Zen mp3 players (supposed iPod killers)? 10 limited edition ones autographed by CEO Sim Wong Hoo.
Like "Who cares about U2 and other artistes (admittedly there were few famous ones in SG then) right? We've got a special one signed by our CEO!"
The person who thought of this should have been fired and condemned to never work in marketing ever again.