That is rule number 1 of business like "be nice" is rule number 1 of dating. Many great personal brands and businesses are launched and made with antagonism. S

That is rule number 1 of business like "be nice" is rule number 1 of dating. Many great personal brands and businesses are launched and made with antagonism. Steve Jobs, Donald Trump, Richard Branson, Larry Flynt, Steve Ballmer, Rush Limbaugh, George W Bush, ... the list goes on of characters who have used antagonism successfully for personal and corporate marketing, and to divide the world between strong followers and detractors instead of a sea of disinterest. If you are right or interesting, there is nothing wrong with being a little antagonistic. Intelligently picking a fight can bring much needed attention. That said, this is not a case of being right or interesting - only immature and asinine. They did successfully get a major influencer to write about them, and if the old adage about any press applies, then it was a success. This is not the way I would want to appear or conduct business, but it may actually be better than being ignored.