[gabeidx]

There's nothing unintentional about it, it's a strategy they employ since 2006/7. They have an entire chapter about it in their first book "Getting Real"[0]:

> […] One bonus you get from having an enemy is a very clear marketing message. People are stoked by conflict. And they also understand a product by comparing it to others. With a chosen enemy, you’re feeding people a story they want to hear. Not only will they understand your product better and faster, they’ll take sides. And that’s a sure-fire way to get attention and ignite passion.

[0] https://basecamp.com/gettingreal/02.5-have-an-enemy