BRCC False Flag Operation: I Thought So

 

When the uproar started about Black Rifle Coffee Company’s CEO supposedly badmouthing conservatives, I thought it smelled like a typical false flag operation designed to tear down a conservative company or institution. Now it seems that the NY Times interview of CEO Evan Hafer was selectively edited to change the context of his words…surprise, surprise.

The interviewer got Hafer talking about when he was personally attacked for having a Jewish-sounding last name, and then used his words to make it seem Hafer was talking about conservatives in general.

When are we going to learn? Robert Heinlein wrote about exactly this sort of stuff in The Moon is a Harsh Mistress, for crying out loud.

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  1. Stina Member
    Stina
    @CM

    He was absolutely stupid to talk to the Times. DO NOT TALK TO THE PRESS. His business is doing just fine without it. He should be pleased with the growth he has, not seeking to use the Times to make it meteoric. As a consequence, he may lose his business for his stupidity.

    • #1
  2. Barfly Member
    Barfly
    @Barfly

    That Red State article is nicely balanced. I’m waiting to see how this plays out.

    I will say this about the article – that lead picture is unfortunately appropriate. Bump stock, safety on, but finger on the trigger. Did Red State pick the most conflicted pic of a black rifle they could find?

    • #2
  3. Douglas Pratt Coolidge
    Douglas Pratt
    @DouglasPratt

    Barfly (View Comment):

    That Red State article is nicely balanced. I’m waiting to see how this plays out.

    I will say this about the article – that lead picture is unfortunately appropriate. Bump stock, safety on, but finger on the trigger. Did Red State pick the most conflicted pic of a black rifle they could find?

    Yeah, I saw that. Irritating. Surely there were better stock photos for a generic header. 

    • #3
  4. DrewInWisconsin, Oaf Member
    DrewInWisconsin, Oaf
    @DrewInWisconsin

    I like the reference at the end to Conquest’s Second Law of Politics:

    In my post, I reference Robert Conquest’s Second Law of Politics, to wit, “Any organization not explicitly right-wing sooner or later becomes left-wing.” Hafer claims to be conservative but, as best I could glean from his explanation, he doesn’t claim the company is conservative or supports conservative causes. In fact, he says he can’t be bothered to argue about what is right and what is wrong. There is a reason for that.

    If key senior staff are donors to ActBlue, your company is not a conservative enterprise.

    Hmmm . . .

    • #4
  5. Bryan G. Stephens Thatcher
    Bryan G. Stephens
    @BryanGStephens

    Hafer is playing a dangerous game and not playing it all that well. His company is a lifestyle brand that will flop the moment the buzz and image about the company stop comporting with its actions. My personal view is that any conservative giving an interview to the New York Times or Washington Post deserves whatever happens to them. In this case, the variance between Hafer’s version of events and the article is serious enough that some sort of clarification needs to be issued in writing by someone. On the plus side, you can see the traces of Hafer’s version of events in the New York Times Magazine story, but they aren’t always easy to find. The question is, how much longer will Black Rifle Coffee’s customers continue to take Hafer at his word?

    • #5
  6. Bryan G. Stephens Thatcher
    Bryan G. Stephens
    @BryanGStephens

     

    • #6
  7. Bryan G. Stephens Thatcher
    Bryan G. Stephens
    @BryanGStephens

    I am not sure this is False Flag at all. It seems to me they have marketed to conservatives but may not really buy it. 

    • #7
  8. Douglas Pratt Coolidge
    Douglas Pratt
    @DouglasPratt

    Bryan G. Stephens (View Comment):

    I am not sure this is False Flag at all. It seems to me they have marketed to conservatives but may not really buy it.

    You may be right, of course. But the origin of the whole thing is a deliberate falsification by the NY Times author. Reacting to the backlash will not be easy because everything stems from the misquote. Everything they say or do will be seen in the worst possible light.

    • #8
  9. Fake John/Jane Galt Coolidge
    Fake John/Jane Galt
    @FakeJohnJaneGalt

    Douglas Pratt (View Comment):

    Bryan G. Stephens (View Comment):

    I am not sure this is False Flag at all. It seems to me they have marketed to conservatives but may not really buy it.

    You may be right, of course. But the origin of the whole thing is a deliberate falsification by the NY Times author. Reacting to the backlash will not be easy because everything stems from the misquote. Everything they say or do will be seen in the worst possible light.

    Reporters are liars.  To expect different is a fantasy.  

    • #9
  10. Guruforhire Member
    Guruforhire
    @Guruforhire

    Bryan G. Stephens (View Comment):

    I am not sure this is False Flag at all. It seems to me they have marketed to conservatives but may not really buy it.

    I think they are conservatives.  I think they are also normies who just happen to get the internet better than the older conservatives.  I think that the stuff they have been joking about is getting real, and its not funny anymore.

    Back in 2015-2017 the far left losing fights they started was funny.  Now people are getting shot.

    • #10
  11. OldPhil Coolidge
    OldPhil
    @OldPhil

    DrewInWisconsin, Oaf (View Comment):

    I like the reference at the end to Conquest’s Second Law of Politics:

    In my post, I reference Robert Conquest’s Second Law of Politics, to wit, “Any organization not explicitly right-wing sooner or later becomes left-wing.” Hafer claims to be conservative but, as best I could glean from his explanation, he doesn’t claim the company is conservative or supports conservative causes. In fact, he says he can’t be bothered to argue about what is right and what is wrong. There is a reason for that.

    If key senior staff are donors to ActBlue, your company is not a conservative enterprise.

    Hmmm . . .

    I heard him interviewed on Larry O’Connor’s WMAL show this morning, and he said his company is not “political;” neither conservative nor liberal. He said he doesn’t check into the political donations of his employees.

    • #11
  12. Douglas Pratt Coolidge
    Douglas Pratt
    @DouglasPratt

    Matt Margolis weighs in. He saw the same thing I did, which is gratifying.

     

    https://pjmedia.com/news-and-politics/matt-margolis/2021/07/20/black-rifle-coffee-did-not-go-woke-founder-responds-to-misinformation-n1463031

    • #12
  13. Stina Member
    Stina
    @CM

    OldPhil (View Comment):

    DrewInWisconsin, Oaf (View Comment):

    I like the reference at the end to Conquest’s Second Law of Politics:

    In my post, I reference Robert Conquest’s Second Law of Politics, to wit, “Any organization not explicitly right-wing sooner or later becomes left-wing.” Hafer claims to be conservative but, as best I could glean from his explanation, he doesn’t claim the company is conservative or supports conservative causes. In fact, he says he can’t be bothered to argue about what is right and what is wrong. There is a reason for that.

     

    If key senior staff are donors to ActBlue, your company is not a conservative enterprise.

    Hmmm . . .

    I heard him interviewed on Larry O’Connor’s WMAL show this morning, and he said his company is not “political;” neither conservative nor liberal. He said he doesn’t check into the political donations of his employees.

    He better be when it comes to promotion time or his business will end up like all the rest of the converged, soulless corporations in 20 years. The left are locusts, hollowing out businesses and wearing them as ski suits to exercise their brand of activism.

    • #13
  14. Bryan G. Stephens Thatcher
    Bryan G. Stephens
    @BryanGStephens

    Guruforhire (View Comment):

    Bryan G. Stephens (View Comment):

    I am not sure this is False Flag at all. It seems to me they have marketed to conservatives but may not really buy it.

    I think they are conservatives. I think they are also normies who just happen to get the internet better than the older conservatives. I think that the stuff they have been joking about is getting real, and its not funny anymore.

    Back in 2015-2017 the far left losing fights they started was funny. Now people are getting shot.

    They are blocking conservatives on Twitter. 

    Again, I am not sure it is false flag. The Redstate Article notes:

    If key senior staff are donors to ActBlue, your company is not a conservative enterprise.

     

    • #14
  15. Bryan G. Stephens Thatcher
    Bryan G. Stephens
    @BryanGStephens

    I might add, anything other than a defense of Rittenhouse’s right to defend himself from an attack is siding with the left. 

     

    • #15
  16. DrewInWisconsin, Oaf Member
    DrewInWisconsin, Oaf
    @DrewInWisconsin

    Bryan G. Stephens (View Comment):

    Again, I am not sure it is false flag. The Redstate Article notes:

    If key senior staff are donors to ActBlue, your company is not a conservative enterprise.

    And if they’re running your social media, they are the defacto face of your company.

    I’m fine with companies wishing to remain apolitical. I would like more of them to take that approach. But if you’re going to brand yourself as conservative,* you’d better show a conservative face to your customers.


    * I don’t know of Black Rifle was trying to brand itself conservative or if it simply had an appeal to conservatives.
    • #16
  17. Bryan G. Stephens Thatcher
    Bryan G. Stephens
    @BryanGStephens

    DrewInWisconsin, Oaf (View Comment):

    Bryan G. Stephens (View Comment):

    Again, I am not sure it is false flag. The Redstate Article notes:

    If key senior staff are donors to ActBlue, your company is not a conservative enterprise.

    And if they’re running your social media, they are the defacto face of your company.

    I’m fine with companies wishing to remain apolitical. I would like more of them to take that approach. But if you’re going to brand yourself as conservative,* you’d better show a conservative face to your customers.


    * I don’t know of Black Rifle was trying to brand itself conservative or if it simply had an appeal to conservatives.

    Oh this has been on brand. They go for conservative support but I guess they are now big enough to throw it away.

    • #17
  18. Bryan G. Stephens Thatcher
    Bryan G. Stephens
    @BryanGStephens

    I believe we are at the point that anything less than fighting the false narrative is supporting it. Acquiescing in the face of it is giving it your approval. 

    Rittenhouse defended himself. That should be something this company, with all its branding, would defend without a second thought. Since its CEO did not do that in the interview, nor in the follow up, I have to say I think they are putting on a show for marketing. 

    • #18
  19. DonG (2+2=5. Say it!) Coolidge
    DonG (2+2=5. Say it!)
    @DonG

    OldPhil (View Comment):
    I heard him interviewed on Larry O’Connor’s WMAL show this morning, and he said his company is not “political;” neither conservative nor liberal. He said he doesn’t check into the political donations of his employees.

    Are we at a point where being apolitical is actually a political stance?

    • #19
  20. She Reagan
    She
    @She

    Oh, how I miss the voice of the man who introduced me to BRCC and who was one of its staunchest promoters on this site.  I really, really wish he was weighing in on this thread . . .

    From The Nanny:

    “But does it matter what you feel?”

    “No, sir.”

    “Does it matter what you want or hope or dream?”

    “No, sir.”

    “What matters, then?”

    “What I do.”

    What I’m going to do is stand back a bit, give these guys some room (because, unsettling as some of the reports are, my opinion of NYT and similar could not possibly be any lower), and wait for their next move.  And then I’ll decide what I think.

    • #20
  21. GlennAmurgis Coolidge
    GlennAmurgis
    @GlennAmurgis

    The only way to interview with Corporate media is to record the session and keep the raw tape as a backup

     

    • #21
  22. OldPhil Coolidge
    OldPhil
    @OldPhil

    Bryan G. Stephens (View Comment):

    I might add, anything other than a defense of Rittenhouse’s right to defend himself from an attack is siding with the left.

     

    He said he fully supports the second amendment, including Rittenhouse’s right to defend himself, and that he legally carries a “Glock 43” with him at all times.

    • #22
  23. Bryan G. Stephens Thatcher
    Bryan G. Stephens
    @BryanGStephens

    OldPhil (View Comment):

    Bryan G. Stephens (View Comment):

    I might add, anything other than a defense of Rittenhouse’s right to defend himself from an attack is siding with the left.

    He said he fully supports the second amendment, including Rittenhouse’s right to defend himself, and that he legally carries a “Glock 43” with him at all times.

    And did he apologize for blocking people in Twitter?

    Cause that is on him as CEO.

    And the whole anti Catholic thing? That is cleared up?

    • #23
  24. RyanFalcone Member
    RyanFalcone
    @RyanFalcone

    They have been acting the fool for well over a year. Actually, their ad campaign was really crass and stupid from the beginning. I don’t drink coffee so I couldn’t care less but they always have treated conservatives like we were a charicature. 

    • #24
  25. Barfly Member
    Barfly
    @Barfly

    DrewInWisconsin, Oaf (View Comment):
    I don’t know of Black Rifle was trying to brand itself conservative or if it simply had an appeal to conservatives.

    C’mon, man. It’s not the Birkenstock and Prius Coffee Co.

    • #25
  26. Goldgeller Member
    Goldgeller
    @Goldgeller

    I like a lot of their YouTube content and I read Matt Best’s book Thank You for My Service (very enjoyable memoir). On one hand I can’t remember that they ever actually said they were conservative– they were pro-gun and pro-America, pro-vet. That tracks really well with things conservatives consider a pillars of their beliefs, but that doesn’t necessary create a political alignment. So, allowing a huge huge swath of customers to think that when they may be disdainful of major parts of their base– I can see why people feel betrayed.  (I think in one video Matt may have mentioned being right wing, in one of his rap songs.)

    Had they said that they love guns and don’t want to do politics that’s fine. But they did do politics and this is the second time it came off more moderate to left-leaning or at least as separating themselves from their conservative base. So this is round two of their CEO coming and saying “oh no I didn’t mean it.” It is instructive.

    That said, I guess I never cared that much. I buy things from people of all political persuasions and their YouTube videos are cool and they seem like cool dudes. I’ve purchased some coffee before, and I got my mom some coffee from them and I’m largely fine doing it again.

    • #26
  27. Bryan G. Stephens Thatcher
    Bryan G. Stephens
    @BryanGStephens

    Goldgeller (View Comment):

    I like a lot of their YouTube content and I read Matt Best’s book Thank You for My Service (very enjoyable memoir). On one hand I can’t remember that they ever actually said they were conservative– they were pro-gun and pro-America, pro-vet. That tracks really well with things conservatives consider a pillars of their beliefs, but that doesn’t necessary create a political alignment. So, allowing a huge huge swath of customers to think that when they may be disdainful of major parts of their base– I can see why people feel betrayed. (I think in one video Matt may have mentioned being right wing, in one of his rap songs.)

    Had they said that they love guns and don’t want to do politics that’s fine. But they did do politics and this is the second time it came off more moderate to left-leaning or at least as separating themselves from their conservative base. So this is round two of their CEO coming and saying “oh no I didn’t mean it.” It is instructive.

    That said, I guess I never cared that much. I buy things from people of all political persuasions and their YouTube videos are cool and they seem like cool dudes. I’ve purchased some coffee before, and I got my mom some coffee from them and I’m largely fine doing it again.

    I am less offended by Coke which is all lefty, than by a sense of betrayal. 

    Though, I don’t drink coffee anyway.

    • #27
  28. Goldgeller Member
    Goldgeller
    @Goldgeller

    Bryan G. Stephens (View Comment):

    Goldgeller (View Comment):

    I like a lot of their YouTube content and I read Matt Best’s book Thank You for My Service (very enjoyable memoir). On one hand I can’t remember that they ever actually said they were conservative– they were pro-gun and pro-America, pro-vet. That tracks really well with things conservatives consider a pillars of their beliefs, but that doesn’t necessary create a political alignment. So, allowing a huge huge swath of customers to think that when they may be disdainful of major parts of their base– I can see why people feel betrayed. (I think in one video Matt may have mentioned being right wing, in one of his rap songs.)

    Had they said that they love guns and don’t want to do politics that’s fine. But they did do politics and this is the second time it came off more moderate to left-leaning or at least as separating themselves from their conservative base. So this is round two of their CEO coming and saying “oh no I didn’t mean it.” It is instructive.

    That said, I guess I never cared that much. I buy things from people of all political persuasions and their YouTube videos are cool and they seem like cool dudes. I’ve purchased some coffee before, and I got my mom some coffee from them and I’m largely fine doing it again.

    I am less offended by Coke which is all lefty, than by a sense of betrayal.

    Though, I don’t drink coffee anyway.

    I totally get it. I would feel that way as well if I had internalized some feelings about BRCC. It does seem that there are so few brands that actually want to market to us (but many of them will market to every left cause). And well, it would be good if people would actively patronize us. There was a similar big blowup over some gun youtubers because they weren’t “sufficiently with it.” Maybe at some point we let it all go and just treat it all as a transactional thing. I don’t and can’t see your modal liberal getting coffee from someone that “glorifies gun violence,” but the company will have to make that decision on how to cross that road. 

    • #28
  29. OldPhil Coolidge
    OldPhil
    @OldPhil

    Before today, I’d never heard of this guy or his coffee, I just stumbled on this issue because I heard him being interviewed this morning. But man, folks can get all worked up over a coffee company, especially folks who don’t even drink coffee. I’m thinking of trying some, just to see if it’s any good.

     

    • #29
  30. Douglas Pratt Coolidge
    Douglas Pratt
    @DouglasPratt

    OldPhil (View Comment):

    Before today, I’d never heard of this guy or his coffee, I just stumbled on this issue because I heard him being interviewed this morning. But man, folks can get all worked up over a coffee company, especially folks who don’t even drink coffee. I’m thinking of trying some, just to see if it’s any good.

     

    What roasts do you like? I like their Silencer Smooth. And I have a stash of CAF for days that require it.

    • #30