Earlier it was between Khans now it is between AB and SRK, Chetan Bhagat and 3 idiots, only Tiger woods over infidelity, Mukesh Ambani over KG basin, Tatas over Singur, Steve Jobs over iPad, n number of cases in every walk of life. If you ask Shivsena, MNS, BJP, RSS some other acronyms, "What are you fighting for?" I bet, they wont have an answer! They just want to attack anybody who has visibility and can help them in their pursuit.
In the marketing parlance it is called "Attack the leader." It is one of the easiest way to take your words to the world. Any leader in his industry/ segment is dominant. He decides the pace, direction and sets the rules and trends. When you attack a leader, you are elevating yourself close to that leader's position, temporarily. The world gives you ear. And in a subtle way your work is done. When Mamata Banerjee created issue with Tatas over Singur land, she knew, it is not worth fighting against the business behemoth. But she got the coverage, she was heard. She retracted from her stance later, is a different story. The movie My Name is Khan cannot get a better marketing than what it has got! Look at Sarkar, Gangajal or some other movies. If you look around yourself, you will find either people have mastered or are trying to master the art of attacking the leaders.
fOoD fOr ThOuGhT: When ever you find any leader getting attacked, understand the motto. Hmmm, that means if I want to get famous, I should attack some political or business figure or ideology. Hahaha... Its not a child's play. When a leader retracts, you need to be fully loaded because 100% of the times, the attacker is at fault. For you guys, if you look at everything from "attack the leader" angle, you will always find it applicable!