As someone who was only briefly acquainted with the "buy ugly produce" idea in the first place and thought it sounded vaguely good. I never looked into actually taking action because I couldn't be bothered.

I do think they are being unkind and rude. There were too sides here the "scammers" and the clueless good people who got taken for a ride. Alienating the latter group is a mistake and will just make people avoid you because they will never be good enough for you anyway.

I on the other hand, feel vindicated in my apathy. "Trying to do good is a waste of time, the world is too ungrateful"