Yesterday I opened my present to reveal the soda stream I bought myself. A friend was like “oh but aren’t they an Israeli company?”.

I finished removing the wraps, never even opened the box and sent them an email for a return. Immediately bought an Aarke as a replacement. I’d rather have no present on Christmas morning, wait a few days and pay extra, but I will never use an Israeli brand again.

Not saying that to flex, just to say that even a semi apathetic millennial is driven to a hard boycott by their collective choices. I don’t expect they’ll come back from that in my lifetime.