The combat between Johnson & Johnson and plaintiffs agency Beasley Allen escalated this week with accusations of “moral lapses” and a “revenge marketing campaign.”

Montgomery, Alabama-based Beasley Allen is heading off allegations of impeding J&J’s latest $6.48 billion bankruptcy plan to resolve hundreds of talcum powder lawsuits by insisting to others within the plaintiffs bar that the settlement values fall far under what their shoppers might get in courtroom.