How to make friends and alienate people

Saucy lingerie label Yes Master has been the victim of a spate of hoax emails announcing that the label is to close. Not true! The brands PR has been working on diversionary tactics to reiterate their undie operation. Founder Igor Pacemski must've picked up some fearsome enemies along the way. Why would anyone would go to the trouble of circulating a false rumour? I have enemies but simply can't be bothered to be that vindictive. I'm intrigued. Do I spy a fash-spat? Image from LadyBarbarella.com