While I agree it’s really awful for the “legitimate” companies to jump on this - in reality it wasn’t a boardroom decision, it was some millennial they put in charge of the twitter account who has been raised with the same lack of awareness and social respect as the clowns that recorded it to begin with.

Yes. That's one reason I wouldn't be calling for anyone's head over it. As you suggest, it's probably one or more young, inexperienced PR/social media people at those companies who thought they were doing something clever. I'd much rather these and other companies take it as an opportunity to reconsider their actions and put better policies in place rather than firing someone so as to be seen as "doing something."

> in reality it wasn’t a boardroom decision, it was some millennial they put in charge of the twitter account

The controls and policies on corporate communication channels are an executive decision, even if not every individual action implementing them is not.