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(AP Photo/Allen G. Breed, File)
Last week, the CEO of Black Rifle Coffee, Evan Hafer, gave a long-form interview to Jason Zengerle for the New York Times Magazine. I don’t know what he expected to achieve by the exercise, but I’m pretty certain that what he accomplished represented a significant deviation from the plan.
The piece framed Black Rifle Coffee as a “Starbucks for conservatives” and promoted the piece by saying that the company was trying to distance itself from some of its customers. Note that Black Rifle Coffee retweeted this tweet and that usually means that the tweet met with the approval of the person sending it:
(AP Photo/Jeff Chiu)
In the words of social and political philosopher Eric Hofer, “Every great cause begins as a movement, becomes a business, and turns into a racket.” So when I read this tweet by Andy Ngo, I was intrigued.
“It’s such a repugnant group of people.”
The executives behind @blckriflecoffee, a coffee and lifestyle brand hugely popular with conservatives, has some choice words to describe part of its customer base. https://t.co/BxTpq0kfQYpic.twitter.com/mbdrBSpwGs
Was Black Rifle Coffee unfairly maligned, or was it on the glideslope to becoming just another grift aimed at conservatives, like anything associated with Ali (Akbar) Alexander or with “Patriots” in its sales literature?