The original BRC filled the other end of coffee spectrum. We had traditional retail coffee for average folk, then Starbucks jumped on the fair trade scheme, and all the environmentalist and Earth Day companies offered fair trade, organic, sustainable this and that to the end. BRC had no other pitch about their product than its image. I got the idea: buy your coffee and celebrate the 2A. Let's create a coffee culture centered around guns and ammo. Instead of accessories for the rifle and handgun, mag pouches and optics, boots and watches, it was nothing more than another product in the larger gun and ammo industry. The clever part was it was just coffee. But they made it tactical and won the market. Wait, though, because the Americans buying it believe in the 2A and American ideals, and the company leadership is not matching the image anymore. See how the market plays out. Maybe the founder is a tool. Maybe the YouTube gun stars are tools as well and you should drink plain Maxwell house and get after it in the gym on your own. No "tactical athlete" subscription needed. Just go your own way and keep a small circle of friends you can trust. Save that coffee money for something valuable like a nice Montblanc pen. Oh god did I sell out already to luxury pens after putting down luxury coffee. Fuck.