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I can push back against this one to a degree, not as a BRC fanboi (though I do own one of their grinders, and its by far the best hand grinder I've found), but as someone who often sits in between two worlds. I feel you are missing a bit of the "why" BRC has become as successful as they have.

While guns and conservative values bleed through (no pun intended) everything BRC does, I'm not so sure this is all that different than what you see on behalf of "woke companies" everywhere. They are pandering to a demographic, exploiting this cultural divisiveness for profit.

BRC is really the antithesis to much of the "coffee house culture" which is increasingly leftist. Should coffee be political? I'd rather it not, but increasingly everything is. Especially if you are into shooting guns, riding dirt bikes, work in a blue collar trade etc.

There is a schism between two ways of life here that is growing bigger and bigger. A certain group is feeling left out and left behind, and judging by the votes of this prior election, its not a small number of people.

As crazy as BRC may be, there is equal craziness from the "activist companies" such as Patagonia (telling me who to vote for while shutting down "my" trail access - though I love their stuff - lol). Sure, it is less in your face, but equally (or more) aggressive in their extracurricular activities nonetheless.

Digressions aside, people who aren't left leaning want to support companies that they feel support their values. BRC is obviously pro second amendment, pro "Ben Shapiro" and makes people feel like they are doing their part to "support the team" whenever they buy a bag of beans. (say it like Putty...yes, from seinfeld0

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