It sounded cheeky, outrageous, downright strange -- which means it smelled like some PR stunt. Guess what? It was. And it worked. Everyone wrote about it, including MediaPost (but not without some questions). If you are Abercrombie & Fitch, looking to glom onto the highest-rated TV show for young people in the summer, what better way to snag some fish (reporters) in the summer, which can be a dull time for stories?