Meh, when I boycott a place I just revoke my money and/or review the place accurately, but I don't posture about it. When I get bad food at a restaurant, I might mention it if it's really rough and ask for something different, but I'm not going to berate the server or kitchen staff; unimaginable. People have enough shit to deal with, like fearing impending layoffs and the likelihood that because the product didn't bring in enough money, they'll be out of a job for god knows how long if they don't turn things around.

I have personal grievances with my iPad, but I'm not about to say "If anyone at Apple is listening, I hope you do worse financially".

I presume they were a bit upset and chose overly broad language, it's not a big deal either way, I don't believe they truly wanted harm on anyone, it just seemed like a silly tone to choose.