I'm actually not sure if they really promoted any kind of hyper-masculine abuse. I don't see it off the top of my head. The slogan is the slogan, and on its own, I think you can't really fault the company for how they choose to advertise it themselves. But I think they want to capture its cultural resonance, because it really is a cultural brainworm at this point, and inject some specific meaning to it. That is probably very effective. Of course, as we see here, the angry incels of the world are angry about it. Corporations should have all of the powers and benefits of the people, but moreso because their ability to spend billions on shaping politics and culture is suddenly equal to a single person's because "some reasons," but wait--in this point, and whatever future undetermined issue comes about--they should just shut up because "how dare they!"
If they aren't allowed to control their brand, with their own messaging, to adapt to the culture and progress (isn't this what companies are supposed to do, to remain relevant?), then what is the purpose of the company? Basically, there are people stuck in the mud that simply refuse to accept that the world is moving beyond them. The things that are making them angry have been obvious to the majority of the world for many, many years now, and I think it's suddenly hitting them in the heads like a boulder. This makes them angry, because they are slow, unmovable people.