Douchebaggery has gone mainstream.
All of that is the long way of getting to this: while VICE and Buzzfeed are products of their time, no individual or organization - no matter how venerable or respectable - is immune from the siren song of online dipshittery, not even the (deep breath) Montreal Canadiens. After the Boston Bruins were eliminated from the Stanley Cup playoffs Sunday, the Canadiens official Twitter account took a thinly veiled shot at Bruins forward and noted licker-of-faces Brad Marchand.
In and of itself, the tweet was marginally clever and relatively inoffensive, but it’s the source that matters here more than the content. If I’m Canadiens owner Geoff Molson, everything my franchise does publicly should be filtered through the Beliveau Standard; in other words, is it in keeping with the class and distinction consistently demonstrated by the most universally admired and respected individual ever to represent the CH on and off the ice? The short answer here is no.
Along with straying from a century-old norm for propriety, the cracker-of-wise behind the Canadiens Twitter account made the mistake of leading with their chin as well as their thumbs, and Marchand willingly obliged.
Final score: @Bmarch63 1 @CanadiensMTL 0
Look, I get that it’s 2018 and we live in edgier times than when Jean Beliveau was saying and doing all the right things while routinely parading the Stanley Cup down Ste. Catherine Street. But change for its own sake isn’t always change for the better, and an iconic brand that was built on honour and dignity is something to be trifled with at its own peril.