openly evil

I've notice companies positioning themselves as evil. (The opposite of Google if you will.) The Hulu commercial and it's tagline: "An evil plot to destroy the world. Enjoy." shows Hulu embracing their evilness in enabling people to watch more TV. Which as our mothers all warned us, will turn our brains into mush. They could also use this positioning to talk about how they are a major competitor to TV because they are stealing viewers from the original airing of TV shows on TV. This could have a major impact on ad sales.
Brilliantly funny commercial:


I also found television without pity, whose tagline is: "spark the snark, spoil the networks." Their logo is a tv turned devil character.


I like the idea of embracing your brand truth (perhaps you are inherently evil) and being upfront about it. Honesty is the best policy after all.