What is there to 'get'?

This situation reminds me of a guy called Gerald Ratner -- in the 70 and 80s he had a large chain of jewellers across the UK built up over decades and worth millions.  He catered for the low end of the market lets say cheap and cheerful. In an interview with some periodical he casually let slip that the jewellery his shops sold was 'mainly crap', which it was, everyone knew.  He didn't mean anything malicious by it, he was just being honest. But the quote was jumped on and became front page news.

And that slip cost him his empire - the entire chain (no pun) was worthless within 12 months/two years and he spent his remaining life haunted by that quote.

Business and investment is often run on the magic known as sentiment.