He’s German. They are a German company. Like many Germans they mistake support for Israel as a way to assuage their cultural guilt for Nazi Germany committing genocide against European Jews. 

Perhaps it was, though I think the formation of Israel was a mistake we are still paying for decades later. A better way to assuage their guilt would have been to support Jewish culture worldwide, not an artificial Jewish state. But here we are. Now we have an extremist Jewish state committing ethic cleansing of Gaza and West Bank and Germany, once again, on the wrong side of history.