How to Rage Against the Machine Without Becoming the Machine
It was the kind of Tucson afternoon where the sun itself seemed complicit in climate injustice. Heat waves danced off the asphalt like a fever dream of better infrastructure. The “No Kings” protest pulsed through the city—a slow-moving river of civic-minded cars, cardboard signs, and people sweating out their beliefs at 108 degrees. We passed out bubbles and water bottles like heatwave hallelujahs.
And then came the truck.
White. Industrial. Branded. Axiom Electric & Service.
It didn’t just drive past—it prowled with purpose, radiating the kind of hostile energy usually reserved for HOA meetings and Facebook comment sections. The driver slowed, glared at the protestors, and hurled a proud, calculated middle finger from behind the shield of corporate anonymity.
He wasn’t late. He wasn’t blocked. No one stood in his way. The protest had slowed traffic but not stopped it. He could’ve kept driving, air conditioning on blast, immune to the sun and the signs. But he chose to respond—to punish—with a corporate-backed insult aimed at people doing their civic duty.
Someone caught it on camera.
And then everyone caught it on camera.
Screens lit up like a slot machine hitting moral outrage. But instead of instantly going DEFCON Yelp, the Tucson No Kings community did something radical.
They paused.
A community member emailed the company. Clear. Calm. Professional. It laid out the facts, explained why it mattered, and asked for a response.
To the owner’s credit, he responded. And then he bobbed and weaved like a man stuck between conscience and capitalism. He confirmed the incident. He said he spoke with the employee—who claimed “First Amendment” and that they were defending the military, veterans, and the president (as if protesters were staging a coup outside Davis Monthan Air Force Base).
The owner said he feared legal fallout if he fired anyone. Then he lobbed the question back at the community like a flaming ethics grenade:
“Do you think my employees should lose their jobs?”
The replies came in—measured, thoughtful, backed by law. Arizona is an at-will state. He had options. But more importantly, they explained: flipping off peaceful protestors from a branded truck isn’t protected speech—it’s a terrible PR strategy with a moral hangover.
His final email?
“I don’t think I need any additional recommendations from your group.”
Translation: “Thanks for the free ethics seminar. I’m going to ignore it now.”
The Dilemma: Vengeance, Virtue, or Vacuum
This is where things usually descend into online trench warfare. But we’re not here to drag people—we’re here to build culture with a backbone.
Yes, the action was petty and cowardly. Yes, the business refused to grow. But we don’t want a world where shame is currency and mobs do the accounting.
We want systems of accountability with integrity—not chaos in virtue’s cosplay.
Protester Protocols for Business Misconduct
Want to respond without becoming the villain in someone else’s origin story? Here’s your playbook:
1. Document the Facts.
Grab the receipts—screenshots, timestamps, eyewitness notes. Precision is protection.
2. Call In, Not Out (Yet).
Before unleashing the crowd, give the business a chance to be human. Lead with questions, not accusations.
3. Watch the Response.
Are they listening? Dodging? Gaslighting? The reaction tells you who you’re really dealing with.
4. Act With Values, Not Vengeance.
You don’t owe loyalty to a brand that won’t align with your ethics. Vote with your wallet, your reviews, and your recommendations.
Why We Don’t MAGA Our Morals
The MAGA machine thrives on knee-jerk tribalism and weaponized loyalty. One rainbow flag in a Burger King ad and it’s full-blown boycott with a side of conspiracy.
But their strength is their weakness: it’s rigid, brittle, built on fear—not community.
We don’t want to mirror that.
We don’t organize around rage—we organize around values. Our protests have nuance. Our decisions are deliberate. Our loyalty is earned, not demanded.
And rage is not a movement we want to be associated with.
So no review-bombing. No harassment. No doxxing.
Just principled disengagement. Documented refusal. Strategic redirection.
And if you’re wondering where to spend your money instead…
🔍 How to Find Businesses With Shared Values in Your Area
Here are a few local spots in Tucson that are known for serving inclusive, community-aligned values. (Always double-check current practices—people and policies evolve.)
🌾 Barrio Bread
A neighborhood bakery that walks the talk. Sponsors LGBTQ+ events, offers free meals when they can, and discusses social justice in their newsletter without flinching.
🍦 Screamery
An ice cream shop that melts bigotry. Welcoming staff, all-gender restrooms, and a history of civic support.
📚 Libra & Thorn
A new metaphysics bookstore that’s as spiritually tuned-in as it is socially conscious. LGBTQ+ friendly and refreshingly outspoken, they recently hosted a Blue Dot gathering to rally community support. If you’re looking for ethically sourced incense and intersectional solidarity, this is your spot.
To find more values-aligned businesses:
- Check Their Public Statements.
Support during Pride? Juneteenth? Civic holidays? Their social media tells you everything. - Browse Advocacy-Focused Directories.
Search your city’s progressive business listings or ask local organizing groups for guides. - Tap Your Community.
Friends, activists, Reddit threads—use the hive mind. - Pay Attention at the Point of Service.
Rainbow stickers, “No Fascists” signs, or anti-racism posters? Take note. - Track Their Sponsorships.
Any business willing to fund a dance-a-thon for voter registration is probably your people.
The Ethics of the Exit
When a business shrugs at cruelty, we walk away. Silently. Firmly. With spreadsheets if necessary.
We don’t have to scream. We don’t have to burn it down. But we do have to remember—who stood up, and who drove by with a sneer.
So yes, leave the review.
Yes, find a new electrician.
And yes, keep the receipts—not to cancel, but to build a better blueprint.
Because a world where corporate middle fingers go unanswered is a world where silence becomes complicity.
And we’ve already got enough complicity to last us a generation.
