In other words, you're advocating to never forgive them for their mistakes. If you can lead a huge multinational business and never make a single mistake, ever, then congratulations to you, but the rest of us are only human. The idea may have been stupid, yes, but everyone screws up at some points in their life. If they continue to make these choices, then yes, I'm sure people will switch, but one failed marketing line shouldn't prevent you from ever using their coffee makers again. Seems a shame to lose a very convenient and otherwise decent coffee maker over a petty grudge - although, since I don't own one, I am admittedly only assuming it's convenient.
Well some of still believe huge multinational businesses aren't human beings therefore do not need or deserve forgiveness.
If a business dies, another one will take over (or do you still buy your drygoods from FW woolworths and not Amazon). Sure it might be a shame that some people lose their jobs, but it's not like we a shunning another human being from society where they starve and die. I'm not advocating holding petty grudges, but I'm saying we need not anthropomorphize corporations. Corporations are simply limited liability constructs created to facilitate the concentration of capital for investment purposes, not living entities that can have their feelings hurt.
Although of course certainly employees of such an entity are human, they can (and usually do) associate with different companies over a lifetime. For most individual humans, your identity is constant for your lifetime, you cannot easily make a fresh start (w/o moving to a new place and with the internet maybe not even moving will help) and concepts like forgiving a mistake makes more sense (although I'm sure there will be many that debate this for some individuals).
So maybe a corporation is more like a family? Corporations dump their leaders on occasion (often do with bad news). Why not have this leader (Mr Kelley) dive off with a golden parachute for approving this mistake (maybe he could get one of his old jobs back at Coca-cola or North American Van Lines, GE, Ford or Procter and Gamble) to attempt to regain trust? If a family was known for doing that would you even forgive them? Maybe this is better at illustrating how corporations don't deserved any sympathies granted to humans, right?