Did Victoria Secret go too far

Is this a case of entitlement of the dominant culture? Before something goes to press or on the market, do businesses have a cultural check to see what could be the fallout? or they do and take their chances anyway. Sometimes this is a deliberate act to get more coverage for their products. I do not think that a company such as Victoria Secret would have done this in error.
You know what to do.  If you are mad enough you show it with your dollars?

http://www.diversityinc.rsvp1.com/diversity-and-inclusion/victorias-secrets-racist-underwear-spits-on-american-indian-culture/?