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OK I've spent some time researching this. Apparently the CEO of BRC actually hates us all, while taking in loads of money from us.
IMHO it is leftists that always are chomping at the bit to call people racists and generally rejecting people like that.
https://www.breitbart.com/politics/2021/11/19/black-rifle-coffee-who-disavowed-rittenhouse-silent-after-not-guilty-verdict/
If I remember correctly BRC got bought when they got huge or leadership changed. I don't think it was the original owners that went woke. That doesn't excuse it but unfortunately that is the circle of business when the left wants your platform and has infinite laundered money
(((leadership)))