Exactly, Netanyahu is contentious on BOTH sides of the political aisle. You're advertising to an ever decreasing spectrum of the right. Beyond the moral objections over this, I'm just confused how this happened from a PR perspective.
Pure speculation from now on, but afaik Guillermo lives in the USA, and as the CEO of an international company I'm also surprised he's so tone deaf but it's not the only example (i.e. check Galperin's Twitter feed). I don't think it's about sending a message I think Guillermo probably follows Argentinian media/politics and fell for the echo chamber, he also wanted to look cool/important for Milei.