There is another way to think about this. Not saying it's 100% right but another perspective and it is as follows:

Take Black Rifle's money for the advertisement. Mention them per contract.

However...

Foster an audience which knows about them and hates them and will never buy their product. With the end result:

1. Back Rifle Coffee spends money making them poorer.

2. Black Rifle Coffee gets nothing for their money so stays poorer.

3. Advertisement allows audience the opportunity to remind each other what a terrible company Black Rifle Coffee is and to keep spreading the word. This ensures less and less people keep buying it.

There is another way to think about this. Not saying it's 100% right but another perspective and it is as follows:

Take Black Rifle's money for the advertisement. Mention them per contract.

However...

Foster an audience which knows about them and hates them and will never buy their product. With the end result:

1. Back Rifle Coffee spend money making them poorer.

2. Black Rifle Coffee gets nothing for their money so stays poorer.

3. Advertisement allows audience the opportunity to remind each other what a terrible company Black Rifle Coffee is and to keep spreading the word. This ensures less and less people keep buying it.