Is being patronising a marketing tactic, or were the "Joy Makers" just not briefed on how to speak to journalists about their competition? I can't imagine anyth

Is being patronising a marketing tactic, or were the "Joy Makers" just not briefed on how to speak to journalists about their competition? I can't imagine anything more offputting coming from a company whose main competition is essentially pro-bono researchers than "you don't know how to enjoy our (proprietary) product". A statement of healthy competition would at least have maintained a public image.