Newsflash: Tui 'Yeah Right' billboard accused of being bad taste. 

Whoa, for a moment there I thought I'd been transported back to 2006.

Is it in good taste? No. Of Course not. It's a billboard for a beer company, for goodness' sake. Of course it's in bad taste. I don't think anyone has ever accused Tui of good taste.

Given the extent to which the sensational details in the Polkinghorne case have scandalised the nation, it's hardly a surprise to see the billboards pop up.

I'll be honest with you: It doesn't upset me. But if I were Pauline Hanna's family I might, quite reasonably, feel a bit miffed at a company trying to cash in on something related to my death. 

And here's the thing: Even if it did upset me, sometimes the most effective strategy to oppose something is to contain your outrage. 

I actually feel the same way about aspects of the Treaty Principles Bill. I wonder if the most extreme opposition to ACT's proposal might not ultimately help ACT's cause. And perhaps a more considered opposition might be calmer, quieter, and ultimately starve the issue from the attention upon which it'll thrive. 

Tui is banking on controversy. It has literally set up a feedback line so people can voice their outrage. But if you really have a problem with their billboards... Don't give them the attention. And don't buy Tui.