Sacha Baron Cohen vs. Rebel Wilson: The actress might have inked “a PR deal with the devil,” according to an expert.

One brand expert believes that Rebel Wilson and Sacha Baron Cohen’s back and forth on the actress’s impending biography is just another illustration of the “never-ending victim marketing” period we live in.

Branding expert Doug Eldridge told News, “To some extent, this is just part of literary PR, i.e., chumming the waters with juicy tidbits to generate media coverage ahead of the launch.” “However, there is a tipping point where the person on the receiving end of these book-baiting allegations must act in a sense of self-preservation — whether personally or professionally — and hire the appropriate team to guard against inaccuracies that can quickly amount to defamation.”

Wilson spoke to the “Borat” star directly as the “a-hole” that she discussed in her soon-to-be biography, “Rebel Rising.”