I suspect this is an anti-fragile position, i.e. exposed to varying stressors on a company's purpose, companies that follow this principle will simply sharpen their purpose and objectives and get better at it. It'll be interesting to see if this is a competitive advantage. Personally, I think it is. I would happily accept a PR from a guy who wants to kill me. He can't kill me or hurt me in a PR. Personally, I'd also…
We might be inclined to ask ourselves what it would have looked like for lunch counters in 1958 to have done the same, and why that doesn't fly now.