They added, “Over the last three years, we have painstakingly built this brand with immense passion. As most of you know, we are a purpose-driven and ethically guided brand. Some have called this a “cheap marketing stunt," but we don’t believe in doing anything cheap. Marketing or not, please be rest assured that we would never say anything inappropriate to anyone. We request your patience and cooperation, as always, until we share the complete story."
Many people remarked in the comments area that it is most likely a marketing trick.