Snowflake Keurig CEO begs for forgiveness.

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“The decision to publicly communicate our programming decision via our Twitter account was highly unusual,” he wrote. “This gave the appearance of ‘taking sides’ in an emotionally charged debate that escalated on Twitter and beyond over the weekend, which was not our intent.” He added that the announcement was made “outside of company protocols” and called it “an unacceptable situation that requires an overhaul of our issues response and external communications policies and the introduction of safeguards to ensure this never happens again.”

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