Just a point, but the headline itself says nothing about a game. You only have to look at the first sentence of the article, in which it is mentioned it is a game, to see the it says this game has been cancelled. Even if you ignore the part where it says Ashes game, surely it's still pretty self evident that people who have seen "Crap game is cancelled" article, aren't going to suddenly think it's back on shelves when they see any cricket game in shops? In the meantime, you've got the chance to capitalise on the Christmas market, etc, etc, etc.