Mather is largely right on McLibel (google that term) but the case was won on "innuendo" that is to say the meanings attributed to the words of the campaigners that would not have occurred to the normal person but were invented by skilled lawyers. Happily, the campaigners caused enormous harm to MacDonalds and even looney US attorneys are unlikely to be able to get McLipids to enter into any similar arse-kicking contest with another porcupine.