Is ALL fair in love and advertising?

Jeff Lang at URBANintelligence wonders if someone might be playing an "effective but despicable" trick on the Technorati search engine in that Burger King was the top search there on Sunday.

Bigger question: If this was the work of a nefarious corporate wonk, is that necessarily a bad thing? Is the purpose of advertising to raise awareness of the product? And, is anything short of immorality fair game? How close would this be to some meta=physical line-in-the-sand protecting consumers from fraud?