Whether or not you agree that MacFarlane was the best person to host the 2013 Oscars, it was clearly a wise business descision.

Combined with Seth MacFarlane’s mass appeal and ability to spark chatter, and six of the nine Best Picture nominations having earned over $100 million in the box office, the Oscars this year were sure to be a huge success, ratings-wise.

The Academy knew what it was investing in when it recruited MacFarlane. Perhaps the choice to hire him was a mere marketing stunt. After all, the most memorable (and profitable) events are the ones that spark the most chatter, which is something that MacFarlane has proven himself to be remarkably good at. Many viewers tuned in just to check if MacFarlane would let slip an offensive remark.

Additionally, by hiring MacFarlane, the Oscars immediately became a topic of interest to a very powerful demographic: teenage boys. This notably powerful (and malodorous) demographic is one of the major groups driving the face of pop culture forward. By putting MacFarlane in the role of host, the Academy made it “acceptable” and “cool” for teenage boys to watch the Academy Awards. They achieved the coveted coolness factor.

The sagacity behind their descicion is reflected in the ratings. Over 40.3 million people tuned in to watch last night’s Academy Awards, which is one million people over last year’s ratings of 39.3 million people.

Yes, some may have found MacFarlane’s jokes offensive, but nobody is taking to the streets with picket signs or boycotting the Academy. MacFarlane introduced just the right amount of controversy to the Oscars: enough to cause chatter, but not enough to leave more than a few infatuated with indignation.

So, Twitter users and Huffington Post bloggers: complain about last night’s Oscars all you want. Just know that you’re assisting the Academy, not hurting it.