I think mainly enjoyment of a p take, particularly when a brand makes such an earnest play of it’s marketing, as it can come across a bit smug. I’m sure some hater’s will be hating for whatever reasons; see brewdog threads and folks wanting it to be known they never liked the stuff in the first place. But I think for most folk it’s just a bit of a giggle.
Personally I have found the STW reaction more amusing, I wouldn’t have even commented on the original thread as I don’t really care about the brand or its buyers. But when people start censoring, for whatever reason, it gets a bit more funny.