I already commented on the underlying issue but I’ll also add, separately, that this is a great example of the dangers of a “hit ‘em back” PR strategy. Often i

I already commented on the underlying issue but I’ll also add, separately, that this is a great example of the dangers of a “hit ‘em back” PR strategy. Often it is senior execs who are advocating for this approach (saw rumors it was Bezos himself pushing for it at Amazon), and at some point it becomes impossible for the PR team to say “no” to their boss. Someone has to do the dumb thing anyway and see what happens, or resign. I bet this case study gets pulled out by the PR team within Amazon for years and years whenever someone asks them to “be more aggressive” or whatever.