I think what a lot of people don't necessarily realise is that it's a fairly common tactic in PR terms, that if you want to suppress one story you give give the Press another.
The Press just want clickbait so as long as they get "copy" they are happy to "trade" especially if it means they have a favour in hand.
Additionally, I think people think of the RF as being one big machine - it's not.
It's actually made up of multiple offices representing different parts of the RF who all have their own staff, PR and priorities.
Of course HMQ top trumps them all and can "dictate" certain approaches but on a day to day basis a lot of decisions are made in isolation.
Recent events have ensured they are all keen to sing from the same hymn sheet however when it comes to responding to H&M's latest activities.
So, it's not at all improbable that certain decisions are made to make one faction look good - even at another's expense.
If W did change the flights then my guess the thought was not being subject to the same criticism as H&M over private jets.
That's listening and responding to public perception and there's nothing wrong with that.
However the flip side is the story that followed was became a "compare and contrast" between the brothers.
Could that have been predicted? - perhaps yes but it doesn't mean the motivation was to smear H&M, it could equally have been not to fall into the same trap as them.
In many ways it's not always about the decisions that are made, it's about how the Press choose to "spin" them.
A prime example being the comparison between C and M - re: bump hugging/avocados/flower choices etc. Lots of examples of similar situations being reported positively/negatively respectively.
I do think there's lots of examples where H&M (the latter particularly) have drawn the short straw but at the same time I also think their PR approach overall has been detrimental to themselves and very misguided.