So it has come to this.  Mark Cuban, the peoples owner, will manage a Coppell store for one day.  It is bound to be one small step for man, one giant leap for free publicity, as Dairy Queen managed to turn a Mark Cuban comment about NBA officiating into a publicity campaign that money cannot buy.

"They spun it into a positive for their brand," said Eric Wright, vice president of research and development at Joyce Julius & Associates. "This is textbook on how you handle a situation like this."

It is estimated that Dairy Queen have received $5 million in free publicity since Cuban's commments, with the measurment trying to take into account how much it would cost to buy advertising to reach the same number of eyes and ears according to Richard Alm of the Dallas Morning News.