Needless to say, this scheme provoked protests by Chicago Catholics. It wasn't only the older group that was upset at this marketing ploy. Here's an eloquent response by Justin Bartkus, a Notre Dame grad and a Chicago resident.
So here's my question: Where is the line between good-natured joshing and offensive mocking? I don't believe that Kuma's intentionally planned to offend Catholics--it's bad business in Chicago, if nothing else. But how do businesses, and comedians for that matter, decide where the line is?