I humbly believe, as many others have stated, that the source of the bud light reaction is found wholly at the door of Anheuser-Busch CEO Michel Doukeris. One of the following is probably the cause of this reaction. 1). CEO Doukeris’ operating orders for his troops to follow were not clearly crafted, unintentionally or intentionally ambiguous, and the operation went forth with them trying to accomplish an action that was personally desired, justified within the unclear, ambiguous rules and push out the of boundaries of the status quo. 2.) CEO Doukeris’ operating orders were clearly issued and his troops followed them. 3.) CEO Doukeris’ has lost control of his troops and they are independently operating as how they think the company should run. Any one of these three leads to the same conclusion, CEO Michel Doukeris has proven unfit to continue as the Anheuser-Busch CEO. As he stated, this was “only one post”. This “one post” was the result of “one” action that was authorized by a senior level Anheuser-Busch executive. If you don’t want the company to take a journey of a thousand miles and be accountable for the results, you better make sure that no one takes that “one” step to start the company’s journey.