One of the biggest secrets of marketing is creating controversy. And it can come from totally unexpected places. No one had ever heard of a woman called Kyla Ebbert (she was just another busty waitress from Hooters) until Southwest Airlines tried to impose a dress code on her to be able to fly with them. The story did not end there. Kyla appeared on television and the Internet buzzed for days. Sir Richard Branson, one of the sharpest businessman around, invited her to join him for the inaugural Virgin America flight. Now, Playboy, a company that thrives on controversy has her posing for the magazine. Everyone in this game has been a winner, except Southwest Airlines, which had to apologize.