Ad doesn't say sponsored by JordanWhen his advertising fee is $10 million, yes. Unlike most shyt people go to court for, this isn't a victimless crime. The damages that Jordan sustained to his brand is definitely subjective, but when he charges $10 million to use his likeness and someone goes around the proper channels and uses his likeness anyway, I think he should at least get his $10 million that would have been charged.
In this case, the grocery store was definitely trying to bank off of his name (hence the coupon). Just because they didn't get much business from the advertising doesn't mean they should have to pay less, especially when they didn't get permission anyway. Imagine if they had sold somebody some bad meat in this promotion. The real sue-happy people you alluded to earlier would have a field day trying to tie MJ into that shyt.

Yeah it was a little slimy, but I still don't think it justifies a 9M fine IMO. The bad meat is the worst case scenario argument I brought forward earlier.
Either way at this point we will just go in circles, Jordan the thug wins again.