Yeah, pretty serious. I have to assume it's true. On the other hand, I can't condemn him too much. He's a businessman catering to a very, very fickle and relatively small demographic slice. Abercrombie & Fitch (SP?) gets in trouble, too, if memory serves, for its line of t-shirts.
I will NEVER buy from Abercrombie because of their T-shirt with the gymnast on the rings in the L position, and the caption "L is for loser," referencing Paul Hamm, probably. My son is a gymnast. I am appalled at that company too.