The company I used to work for had this exact same problem. We were a medium sized technology super center. As such, we sold several different manufacturers of technology from Dell to Apple.
Our problem came when Apple decided in their infinite wisdom to cut us off from selling their products. Not because of bad service or quality, but because we did not fit their new model of distribution. They required us to sell more than $250,000.00 in Apple Products each quarter, or we would lose our rights to sell their precious products. Well needless to say they did that on purpose because they wanted only large big box stores (as well as their own Apple Stores) to sell their product. They even revoked our rights to give away their products in promotions (eventhough we were and still are the largest apple warranty repair facility in the southeast). If we were to give away their products as gifts we were somehow in violation of their licensing agreements.
Did they have the right to do that? Yes. Was it a sound business decision? maybe not. Just because something is tagged as a business decision does not mean it is right or smart.
People are complaining about Disney's Magic+ on here all the time. People are allowed to be concerned about business decisions. They are allowed to complain. They are allowed to tell everyone they know about a bad experience with a company.
For those attacking Kevin saying he is either not allowed to complain, or should not be complaining are just wrong. He and the company felt slighted by this bad business decision. Whether or not it is a good move on HydroFlasks part is irrelevant. Coke changed their formula in the 80's because they thought it would be a good business decision - well they were wrong and their customers let them know of their mistake. Without people letting a company know that they made a bad decision, they will continue their bad behavior. The one thing a company does not want is a bad PR experience.
As for the ethics of the decision, let us not forget that hydroflask thanked them for their business and the increase in business once the Dis supported their product very publically. They owe the Dis and their readers a special place in their business mind sets. You see - loyalty goes both ways. I am loyal to you and I expect you to be loyal to me, but the first one to break that trust is the moron here - and in this case it is hydroflask. The powers that be should have had what is called a retention discussion. Do we retain someone that was loyal to us, or do we de-value the relationship and break their trust - possibly forever? They made the decision to break the trust, it is simple as that. A loyal company would have grandfathered in their early supporters in gratitude for the early support and increase in revenue.
But hey, we really don't need the golden rule anymore - heck most people do not even know what it is anymore, and if they do know - they don't care. A sad state of affairs really.