The maker of Sam Adams beer is following the standard PR script for crisis management and offering a public apology for encouraging people to have sex in public places, including St. Patrick's Cathedral in New York. Following the public outcry which got two radio shock jocks fired, Boston Beer CEO Jim Koch now says, "We were not in control of the program, and it was never our intention to be part of a radio station promotion that crossed the line." It's hard to see how Koch could have been surprised, though, since this was the third year his company has sponsored the "Sex for Sam" contest [3] (in which copulating couples are rewarded with trips to Boston for the company's annual beer fest). On the day that St. Patrick's was desecrated, Koch himself was in the studio of the radio show, acting as the contest's Grand Marshal [4]. "Along with handing out bottles of Sam Adams to contestants who stopped by the studio to take a break from having sex in cabs, ATM vestibules, and the Disney Store, Koch also served as the contest's official 'celebrity' voyeur," notes thesmokinggun.com [5]. "That meant if couples had sex in front of Koch, they were awarded 30 points (by comparison, sex in St. Patrick's Cathedral was worth 25 points)."