The establishment doesn't think much of "Akademiks", but the establishment isn't buying their stuff, dude.

An establishment sneer is like the Good Housekeeping Seal of Approval.

This is far more effective than "guerrilla marketing". It's Jiu Jitsu marketing*.

* Jiu Jitsu marketing - a marketing campaign designed to win converts with anti-establishment consumers, in particular, teenagers, by subverting the establishment into using its own media weight against its own interests.