Slowly, slowly, organizations are moving to the right side of history.

Now, of course, there is a backlash. Men are furious and responding with everything from calls for boycotts to mass destruction of Gillette products. I do wonder what is going on in the minds of these men who have such a visceral need to defend rape culture and bullying.

Of course, the remedy Gillette offers to toxic masculinity is, well, less-toxic masculinity. The binary shall reign supreme, but men should just be a bit more… polite? So this video is quite incrementalist in its approach. And still, it’s easy to imagine the jitters in the boardroom before this was approved.

As for Gillette – let’s see if they stick with it. It’s not far enough, but it’s still a considerable step for a brand like that. If they hold firm, and move it forward… if they run this ad or one like it during the Super Bowl…

I might even consider buying their products again.