On Monday evening, thousands of women across the Internet took to Twitter using the hashtag #WhyIStayed in a sign of solidarity for Janay Palmer, wife of Baltimore Ravens running back Ray Rice, after a TMZ released a leaked video of Rice knocking Palmer unconscious last February.
It was a powerful moment of solidarity and support on an Internet often overrun with mankind's vilest impulses.
Then, this happened:
For the last time, brands of the Internet: pay attention to what you're doing. Or just do us all a favor and stop tweeting. Not just while we're trying to share a moment of collective strength during a long day, but forever. Your weird corporate Twitter isn't cute and it sure as hell doesn't drive sales, so knock it off, already.
And yes, there was an inevitable apology:
It's not delivery. It's disaster.