Ugh. I hate viral for the sake of being viral. This is meaningless. This will not sell glasses nor will it even register as rayban without bloggers saying it is.
Technically I agree with you. But at the same time, I LOVE two of the four films they've released so far ("Streaker" and "Guy Catches Sunglasses With Face") and I think it's an interesting component of their Never Hide campaign. I guess I'm also just holding out hope that one day one of my clients with push piles of cash on me to go out and make fun films with no specific objective or measurable results.