Why would you be thrilled about your company being tied to a polarizing event? Why alienate half of your customer base?
Half their customer base isn’t conservative? Rifles?
The coffee co. gained notoriety and fame with conservatives for being veterans, and having conservative values which include supporting the 2nd amendment. They used this marketing strategy and really where able to get folks who would have never signed up for monthly coffee subscriptions, to do so.
Then, when someone had to actually USE the 2nd amendment to defend themselves, they folded like a cheap suit.
It comes across as all being just a marketing ploy.