People are attacking his business practices and branding are they not?
I haven't read any attacks on Joe or his business. There have been opinions expressed about the naming of one of Joe's soaps. No more, no less.
My take is this issue: I really wish that the soap had been given a different name for the obvious reason. That said, I like Joe's products, have purchased many of his products in the past and will continue to do so in the future. I have purchased the LE (MF) soap and I will use it but the label will be removed.
The name issue isn't a "mountain" or even a "molehill", for that matter. But it is still an issue for some. Sadly, it didn't need to be this way. Almost any other name and this discussion would not be occurring.