Bitterness and negativity are bad for any brand, but especially one presented directly to consumers. Representing the company is one of a CEO's job, and it is

Bitterness and negativity are bad for any brand, but especially one presented directly to consumers. Representing the company is one of a CEO's job, and it is certainly the point of the CEO's twitter feed. There's a good chance that what he's saying is true, it does not matter.