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Just for a point of accuracy on denotations of "tribe":
*Oxford English Dictionary (considered to be the most accurate dictionary)---A distinctive or close-knit group, A large number of people
*Merriam Webster---a group of persons having a common character, occupation, or interest
*Wikipedia---a category of human social group, two or more people who interact with one another, share similar characteristics, and collectively have a sense of unity
*Dictionary.com---a division of some other people.
*YourDictionary.com---a group of people, or a community with similar values or interests
*Cambrige---a large family or other group that someone belongs to
I think if we are going to consider the word and its use, we need to consider all denotations. The premise that "Tribe" does not describe a close knit group of brand loyalists is not accurate. Furthermore, Yeti was not attempting to denegrate nor demoralize the people that elected to share their common interest, let alone the historical inhabitants of this continent nor any other. If a word has several denotations, its irresponsible to pick the most offensive one rather than understanding the context and picking the right one.
Does it offend some folks? Sure. Should they be offended? As 1/8 Seminole, I cannot speak for anyone but myself. I am, however comfortable, that Yeti's use of the word Tribe was not coming from a position of authority over me, which is where the negative denotations sit. Yeti's only responsibility to me is to make bikes that don't break, the primary reason I exited their tribe.
As some others opine, I do agree that Yeti should not be held on a moral pedestal for the move, nor should anyone for virtue signaling. They should be held on a business pedestal, as their only responsibility to themselves for operating a business is to make money and perhaps this will do that.
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