I don't think it was about ruffling feathers-- i think it was an out and out statement about right and wrong
do you really think it was just a statement about "what's right and wrong?"
if it were solely about "what's right and wrong," why didn't they just do it, without all of the self-promoting spray?
they are perfect modern-era climber: do something in moderately good style, $hit on the guy who didn't do what you did (extra points if he/she can't defend himself;) then, blog endlessly and shamelessly about how great you are for doing what you did....
sounds like "ruffling feathers" AND gaining sponsors/paychecks to me....