fair use argument.
Making them mad. We don't know if claiming fair use will make the owner angry. But if you're using fair use as a negotiating tool, be prepared to defend your position with a reasonable argument based on caselaw. Seeking permission does not preclude you from later claiming fair use -- that's what happened in this case.
BTW Dept. We don't think an attorney would advise "fair-using" something. ("Fair use" is not a verb.)