I had never heard of Away until I saw the Twitter thread. I assume that this is because it is a niche "luxury" brand that appeals mainly to a relatively small s

I had never heard of Away until I saw the Twitter thread. I assume that this is because it is a niche "luxury" brand that appeals mainly to a relatively small set of well-off younger buyers, which it targets via Internet channels like Twitter and other websites (such as the news organizations who wrote extensively about Away's woes.) Unfortunately for the Away company, the recent bad PR is also disproportionately going to transmitted to its potential customers via those same channels. TL;DR maybe if this was ExxonMobil, some controversy on Twitter would be easy to shrug off. When you're a small Internet-focused company that's trying to sell a niche audience on your aspirational products, being savaged on Twitter and half the trendy Internet seems like terribly bad news.