SanDisk says iPod users are sheep

Memory chip maker SanDisk wants to become second best in the field of portable MP3 players. To that end they have chosen to criticize the iPod and iPod users instead of pushing forward their own products.
In a website http://www.idont.com/ iPod users are shown as sheep following the move.
According to one of their links, the "i" in iPod stands for "isolation":
http://www.cyberrodent.com/ipod.html
They also advertise for another website whose name needs no comment and in which an article on SanDisk portable MP3 players happens to have been published:
Anything but iPod.
By not advertising on their own player's features, the guys in SanDisk kind of ackowledge the fact that they're by no means better than the iPod's. Labelling iPod users as animals certainly is a bit rude. Time will tell if this strategy is to meet success or oblivion. In any case it's a bit of a fame they have won as for now.