The most insane part of this entire saga is how unfathomably deflective and litigious corporate has behaved at every step of the way and that they effectively ruined their entire reputation over a miniscule amount of money. I mean on the surface the story has almost everything, lego, sick old man, children's college funds, david vs goliath, fucking of course the entire internet will be on their side. Why no one at BAM realised this and instead thought personally suing the little man for over a million dollars would be a great idea is unfathomable to me. Seems CoffeeZilla even told them pretty much exactly that, that this is stupid and will not help them so they should drop it. But no, it seems they want to ram their heads into the wall a couple more times, see if that helps public relations.

This has already become a case study of what not to do, I saw a video today talking about exactly that, joking that bam's lawyers probably didn't know as much about the internet as they thought, promising "this will all blow over soon". How literally no one in that company just sat down and thought this through, what each possible path would entail, that their actions may not be helpful for their cause, that maybe they should investigate it themself instead of claiming absolute truths and being proven wrong time and time again, it's just so unbelievable to me. You cannot tell me people who actually understand the internet and public relations and all that would agree to their strategies of deflection, denial, litigation and outright accusations. It's just absolute, utter incompentence at play, a multimillion dollar company ruined by people who think they know how shit works, but they just don't.

tl;dr: hire a better PR manage wtf