I'd believe it with Playgirl. They were dying before Levi and then when everybody saw the pics for free all over the net and had no reason to buy a membership, they lost tens of thousands of more dollars. The problem is that they didn't stipulate that Levi had to go full-frontal.

They should have put that in their contract and then when/if he refused, they could revoke his deal, make him reimburse them for expenses and then get off on the free media attention.

I never saw that deal as being able to restore the Playgirl brand. They will probably lose a lot more money on the print mag. Who hasn't already seen the photos?