In the recent COMM101 discussion regarding the damaged reputation of Sauder School and its signature orientation event, Frosh, I was reminded of another similar issue I saw in business. The immoral acts of chanting inappropriate rhymes dealt a blow to the ethical standards expected of UBC, which was exposed to the public, receiving enraged responses from the community. A parallel can be drawn between this case and that of the exclusive statements of the CEO of Abercrombie and Fitch. In both cases, individuals in positions of power (Frosh leaders, and the A & F CEO), have incurred public backlash by ‘promoting’ socially unacceptable behaviour. The A&F CEO stated that “We hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don’t market to anyone other than that.”, and more importantly, “A lot of people don’t belong [in their clothing size range], and they can’t belong. Are we exclusionary? Absolutely.” These controversial pronouncements have enraged organizations and communities as it promotes elitism – which stakes the obese members of society’s equality. Both these incidents have resulted in a damaged reputation due to incorrect moral values and insensitivity.