"Careful. Don't say that. You might piss some of your customers off." Within reason, I find this to be antiquated advice. It's meant for brands who want to appeal to everyone. It's meant for a different world. If you're trying to appeal to everyone, you'll end up appealing to no one. If you're too afraid to say something that might piss someone off, you'll be too afraid to say something that makes someone fall in love with you. The love of a few is much more valuable than the ambivalence of the many. Put yourself out there with the conviction. Stand for something.