Apple Watch is bringing people to their keyboards in droves, writing opinions and asking questions about Apple’s newest device. That’s a great thing—unless you represent many of the world’s larger luxury watchmakers and you write a purely negative article about Apple Watch for The Guardian.

I saw an article today on The Guardian written by Martin McNulty, who they say at the bottom of the article, “is chief executive of Forward3D and Locaria,” which are basically marketing agencies. Seems innocuous, right?

It is until you take a look at some of McNulty’s clients, which include Kering, the owner of Boucheron; Dodo; Girard-Perregaux; Gucci; Jean Richard; and Ulysse Nardin. All of these companies offer high-end luxury watches.

Let’s take a look at what McNulty has to say about Apple Watch:

All of this came before the unveiling of potentially the most outlandish Apple product in history: a $10,000-plus 18 carat gold watch. It was almost as if Apple needed to pat itself on the back for the good it does in the world, in order to justify catering to such a niche market. All delivered without a hint of irony.

Like your article was delivered without disclosure of the luxury brands you represent. I’m sure they don’t have any high-end products for sale.

Apple has not had a product failure in more than 10 years, but the Apple Watch could very realistically be the first.

That would be great for your clients.

But that isn’t necessarily new in terms of functionality; we’ve been able to use our phones while it’s in our pocket for ages – just look at bluetooth.

Clearly, you have no understanding of what Apple Watch can do.

The sleek white art direction that leads with the product is still there, but what’s missing is the gravitas of a functional item.

I’ve had an Apple Watch on my wrist twice now—I can clearly see the advantage to using the watch. Just how much I’ll use it will depend on a number of things, including apps, but I’m happy with what I see so far.

One thing’s for sure, this is not a Steve Jobs move.

What do you know about what Steve Jobs would do? You don’t, so shut the fuck up.

Everyone is entitled to their opinion, but when you write for a publication like The Guardian, you have to disclose. Writing a negative piece on a product when you represent the marketing efforts of its competitors is shady and underhanded.