So how do you go about ripping-off Gucci & a national magazine publication for $50,000? Number One: You call up a huge Swiss media magazine that is not too keen in the fact-checking department. Number two: You tell them you want your Gucci two page spread featured in their magazine. Number three: Once they agree to publish it, you direct them to send the bill to Gucci. Number four: After publication, sit back and enjoy the fall-out when both companies realize they’ve been had.