If I were in the situation of Lindsay, maybe O will feel the same knowing that the company didn't ask for my permission. I don't see how Lindsay Lohan has much ground to sue E-Trade over the "milkaholic" commercial. For one, she waited a while before filing, and for two, there wasn't much to construe as a personal attack on her. Maybe she's just running out of money – and payday loans are a bit surer of a bet than a lawsuit for a quick payday – attorneys, especially for lawsuits like this, charge a LOT for litigation fees, and it will take a long time for it to settle, as libel suits typically involve First Amendment arguments, and it could get tied up in appeals courts for years.