I alternately love and hate German. Sometimes I have to fight through sentences with 5 clauses, and sometimes you get a beautiful and concise statement.
Who is "they"? As a German who also has one friend (fluent in two other languages and living abroad most of the time and married to a non-German) who is in that camp and who even collected money to give to a local German language society, this is a small minority. The majority of people could not care less. Proof: Use of English words and phrases is ubiquitous, used for shops (even that exact word instead of the German "(der) Laden"), signs, marketing campaigns, everyday language. If it didn't work or if it caused any backlash they would not do that. We even have "fake English" words: "Handy" for mobile phones (and that is the word almost everybody actually uses) :-)