Ego/Axe versus Status

Most of you are probably aware of the campaign used by Status deodorant (agency:TBWA Hunt Lascaris) to gain mileage out of Ego's rebranding as Axe (agency:Lowe Bull Calvert Pace). If not, here's background info by Financial Mail and a related comment by Dave Lehr. Now that the dust seems to be settling, there are a few issues worthy of discussion:

Has the Ego/Axe rebranding campaign been successful and will they retain their loyal customers?

Has Status gained market share through their tactics or were the ads too cryptic?

Should ads be allowed to get away with "ambush marketing" or should the ASA have the right to award costs - as in a court of law? Let's learn from this and try and fix the system, or is it not broken?