I wrote on the 3 September how Brewdog's campaign to wrest money from their fans to fund their business had caused offence: they've been accused of mocking homeless people, trans women and sex workers in their video, with the message: don't force them [i.e. Brewdog] to do such humiliating things to raise money.
Despite 20,508 signatures on the petition, Brewdog are unrepentant. Their response was: "If you believe we are ridiculing [trans people, homeless people, sex workers], you are either misguided, ill-informed or out of your tiny mind."
They're so full of themselves, they just don't get it, do they? Their intentions aren't really the point; if you cause this kind of offence inadvertently, the best thing to do is apologise. By accusing 20,508 petitioners of being misguided, ill-informed or out their tiny minds, they have shown a breath-taking arrogance, especially as I am sure they can understand why some people are upset, even if they think they are wrong to be so.
To give an analogy: I have in the past been politely stopped by women friends when I used the term 'girl' to describe a young adult woman. My response was to say sorry and correct myself. No offence intended or caused. If I had persisted in saying 'girl' in front of those women, then it would then have been clear I was deliberately trying to cause offence. This is in effect what Brewdog has done.
If they'd just said "sorry, didn't mean to upset anyone" and withdrawn the video, they'd have gained some respect for listening. As it is, they've shown what they are: arrogant wealthy businessmen who refuse to accept they may have made a mistake. This suggests to me they actually believe all their own hype, so you can add the word 'deluded' to the mix.
That tells me all I need to know about them really.
P.S at 4.22pm: 20,524 signatures now.