A Brand Too Far?

Moby made it safe for musicians to commercialize their music. Gene Simmons takes it to unfathomable extremes (a lucky few got the chance to buy a KISS coffin). It's time to reflect and remember that there's such a thing as going too far. Is a cupcake the right product for the Tony Hawk brand?  NOTE: I understand that this is a charitable product and I'm not knocking it, but it did get me thinking about brands, product licensing, etc.