Very little in this story makes sense to me.

You live in Montreal for 14 years and don't understand how thin-skinned Quebecers are about language issues? The Quebecor papers publish a story a week how you can't speak French in Montreal any more.

A CEO who deliberately or by gross neglect spits in the face of a major customer base? Sure, customer service is not his are, but some basic PR skills are surely part of the package for a CEO?

Just doesn't add up. Almost wondering if this is a dead cat, but what would he want to distract from?