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They're doing this JUST to raise attention and get media coverage, as a dying brand that nobody cared about.
There are no more social consequences in the US, as long as you're making someone angry, you're getting attention and thus winning. That's what all of this is, and why all of our political strategies have to change.
The biggest thing you can do to stop corporations from gutting out every last avenue of communication and political action is to simply stop spending money on them. Stop getting doordash and takeout, learn to make your own food. Stop getting coffee and spending money on excesses like games and movies.
Start hoarding the wealth away from the liches and monsters who look at literally everything you do as a money-making opportunity. Dry up the flow of blood and they will start to starve and this will force them to take actions, to kick out their employees in the government and restructure management in desperate attempts to keep line going up.
100% this. From the marketing move they were never going to do, to the reversal and shift in "values". They were just doing the New Coke gambit to drum up business.
Other things to do, stop paying for streaming services and check out books and DVDs from your local library. Cancel expensive cell plans (since they are, unfortunately partially needed today), and switch to the cheapest MVNO that works. Downgrade home Internet to the minimum tolerable. Don't upgrade phone, car, tablet, whatever as long as one can hold out. Cancel services like Amazon prime and impulse buy less.
Find local businesses to shop at rather than corporate chains (which can be difficult, so just a little at a time.)
Pay off debts, save, live free. Let the corpos wither.
Seriously, I am relieved every time I don't get pushback on this... and it's shocking just how much people hate this message, but we HAVE to start living within our means. We have to stop relying on debt and borrowing from tomorrow, it's why all of this is so very bad. We fell for the magic, we believed the hype and dazzle and wanted the shiny, good thing now and every time they dangle a new good thing, we want that instead.
Rise above instincts. Return to community, to sports and walking and libraries and hiking and not sharing ANY of it on goddamn social media! Your "unique, rustic lifestyle free from debt" should not be someone's advertising campaign!