I’m not a coffee guy myself

But it would seem to me that trashing your customer base in the NYT is a bad idea:

Absent the tape, we don’t know if the “repugnant people” were people who yelled at Hafer on Twitter over his decision, or if they are people who supported Rittenhouse, or if it refers to the “racist, Proud Boy-ish people.” But it does seem as though the Rittenhouse video was much more a function of being scared of the left’s disapproval hurting business (all those Antifa guys love Black Rifle Coffee, ya know) than any other motivation.

Of course while it’s a bad idea it’s not a stupid as trashing St. Michael:

Like any business Black Rifle Coffee have the right to market however they wish, but my thought has always been if a company insists they don’t want your business I’m all for obliging them.

Of course as I’m not a coffee guy they don’t have to worry about losing what they never had.