Black Rifle Company (BRC) really messed up. Not only did they go against their consumer base by appealing to the woke crowd, they also managed to alienate a consumer base that can easily replace BRC products.

BRC has quality beans at a slightly above market price, something their consumers were willing to buy. Mostly due to supporting veterans, an american company, an anti-woke company, and its easy to replace a daily routine with their product.

Now that BRC is woke, many of its consumers will just have to spend a tiny bit less to get the same quality beans from a big box store. Just a minor transition back to the old ways of me buying Costco beans from their dispenser.

This entire situation is ironic because the people complaining about BRC and Kyle are not and never will be (even after BRC went woke) their bean buyers. All the BRC managed to accomplish is they appealed to a bunch of unemployed communist while alienating their base employed consumer base.

This is akin to me quitting my career to work for a non profit that wont pay me anything, all because I was told by a homeless man he thinks I'm an asshole and he'd support me once I quit my job.