Yeah, they didn't throw Jesse's name around. That was done by the speculators. Not Brian's fault. And then people say, "well they had to know that would happen." that's not the point of doing this. it's a creative way to get an artistic project out to a broader audience. Whether that be good or bad art.
the point is that they realized no one would give a fuck about this awful shit if people didn't associate it with Brand New.