PR people...where`s Bill Hicks when you need him? Though I suppose writers are also responsible for this mess.
It`s wrong on multiple levels: "X Lives Matter" became mostly a snarky joke for people who oppose BLM, so really a poor choice. But even if it`s supposed to be a deep and thoughtful allegory of modern problems it is anything but - just a typical PR BS conjured in between fat coke lines.
And digging his hole even deeper by pretending it`s a "coincidence" is just laughable. Unless they think such controversy is actually good marketing...