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What exactly did they say?
From an article: https://www.roguereview.net/black-rifle-coffee-wants-to-distance-itself-from-kyle-rittenhouse-and-proud-boy-ish-customers/
Shortly after his release, a photo with Rittenhouse wearing a Black Rifle Coffee shirt was posted to Twitter by Elijah Schaffer...But shortly after the tweet, Black Rifle petitioned Elijah Schaffer to delete the photo, according to the NYT. Schaffer eventually did. Once the tweet was deleted, a company executive released a video explaining, “we’re not in the business of profiting from tragedy.”
“It’s such a repugnant group of people … It’s like the worst of American society, and I got to flush the toilet of some of those people that kind of hijacked portions of the brand.”
"The racism [expletive] really pisses me off … I hate racist, Proud Boy-ish people. Like, I’ll pay them to leave my customer base. I would gladly chop all of those people out of my [expletive] customer database and pay them to get the [expletive] out.”
Whenever I am in America I am always shocked at the strength of casual racism I run into with friends and acquaintances. I know for a fact that they are not bad or evil people but they make it clear that they don't like, in fact mostly hate, people who are not "white" as defined by them. This doesn't mean "black" by the way it means just about anyone who is not genetically anglo-saxon and USA-born. (Somehow I get a pass for being English.) Purely because of people's skin colour and origin, my friends actively hate them and if they could find some way to get rid of them then they would.
Kind of ironic considering so many folk in the US claim to have close "Italian" ancestry because a lot of modern Italians would be sufficiently dark-skinned to be included in the hate zone.
There's a difference between honestly being a patriot who loves your country, and being a deep-dyed racist who would make Hitler blush. I'm guessing this is the kind of people Schaffer was talking about. I'll still be drinking Black Rifle.