80% discount; but how will they re-coop it?

It's just been announced that Costa cruises will be discounting the price of most of their future cruises by up to 80%. As you're all probably aware the Costa Concordia sank recently and Costa Cruises are obviously trying to entice people back to the brand.
But will it be enough?

Boycott the book!

It's not often I get up on my high horse, (cough, cough), but is it just me or is there something very distasteful about this book deal that's just appeared in the news?