This is what you can do when you're not reliant on games publisher ad revenue. Sega America, having successfully removed last week's leaked Sonic Unleashed media from Destructoid and Exophase with legal "requests", met its match when it ran into Kotaku's Brian Crecente. Quite rightly, Crecente refused to pull the media after taking legal advice and deeming the shots and movie newsworthy, and therefore viable for publication.
Further, Crecente published the email he received from Sega's legal department, which has now been viewed over 5,000 times on the world's busiest games blog by core consumers the world over.
Great branding exercise there, Sega. Well played.