I'm going to try to inject a little understanding here.

How many of us were concerned about what people would think when we first donned a kilt?

A company would naturally have the same concerns. However, instead of just the possibility of personal ridicule, they see the possibility of losing customers, their life blood.

Now, we have all worn the kilt a bit and know that the concerns are largely unfounded. But the company is coming into the situation new, and they don't have the advice of this forum.

I'm not taking their side, but I do cut them some slack.