Not especially surprising, but there’s an awfully large elephant in the room that likely directly contributed to this necessity that goes completely unmentioned.
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Trying to publicly argue the moral high ground was a stupid, unforced error.
It didn't need to be moralized at all. Just make the changes you want to make, piss off a vocal minority, then get back to winning and making boatloads of money by executing exceptionally.
The problem, I suspect, is that Matt values how certain people perceive him more than he values winning. It's unfortunate, because he's clearly a very good executer and strategist. He's getting in his own way.