“By now, this is a familiar template: 1. Brand implicitly endorses a mainstream progressive cause. 2. Small band of monsters reacts predictably. 3. Right-thinking Americans rush to embrace and defend the brand. … No matter how the fracas plays out, everybody wins in the end: The trolls get attention, responders get the warm and fuzzy pleasure of combating hate, and the brand comes out looking like a crusader for justice.”