Think about it this way: Most PR firms are run by lefty college grads. Notice how vague and bland the wording is, like any other company statement from any other firm.

As a veteran-owned and operated coffee company...

Blah blah, passive voice introductory qualifier statement...

Black Rifle Coffee Company exists to serve premium coffee

Blah blah, the thing is done by the people....

The Black Rifle brand is a symbol of service, of strength, and of goodness that...

Blah blah, something exists, but doesn't do anything.

Now look at anything else they put out in print or in person, like their ''About Us" page: https://www.blackriflecoffee.com/pages/about-us

Black Rifle Coffee Company is a veteran-owned coffee company serving premium coffee to people who love America

This company is and does.

We develop our explosive roast profiles with the same mission focus we learned

We do a thing.

We import our high-quality coffee beans from Colombia and Brazil and roast

We do a thing and another thing.

Notice the difference in tone between the PR firm statememt and the About Us statement, they're written with totally different tone and mindset, written by different people.

Till Deer: BRCC hired out their voice to a retarded PR firm, and that's the real issue.

Think about it this way: Most PR firms are run by lefty college grads. Notice how vague and bland the wording is, like any other company statement from any other firm.

As a veteran-owned and operated coffee company...

Blah blah, passive voice introductory qualifier statement...

Black Rifle Coffee Company exists to serve premium coffee

Blah blah, the thing is done by the people....

The Black Rifle brand is a symbol of service, of strength, and of goodness that...

Blah blah, something exists, but doesn't do anything.

Now look at anything else they put out in print or in person, like their ''About Us" page: https://www.blackriflecoffee.com/pages/about-us

Black Rifle Coffee Company is a veteran-owned coffee company serving premium coffee to people who love America

This company is and does.

We develop our explosive roast profiles with the same mission focus we learned

We do a thing.

We import our high-quality coffee beans from Colombia and Brazil and roast

We do a thing and another thing.

Till Deer: BRCC hired out their voice to a retarded PR firm, and that's the real issue.