How far is too far when it comes to advertising for adult websites?

A recent video, posted by webcam site CamSoda, shows adult star Molly Cavalli being put into a shark cage, wearing nothing but a bathing suit. Sharks circle the cage as cameras roll on the model/actress, showing off her assets. Eventually something happens that had producers wondering if perhaps they bit off more than they could chew with this concept…

Source: YouTube @CamSoda