I think the problem is that the whole profile created by the Busse Knife Company groups is that the customers are "family and friends". They encourage a sense of group, loyalty, and camaraderie that goes far beyond the rationality of a purchase, and again borders on associating the companies with your personal life (as friend / family).

In that sense it is very much so understandable the frustration of many people as they feel "betrayed". It's not exactly fair to ask people to be your best friend part of the time and then treat you as just another company with who you do business when convenient. I mean, in reality, the lynch pin of the company's success is people purchasing not out of need, but out of want.

Heck, if the customers did that Busse would in no way, shape or form be as successful as it is today.