Plenty of companies play the game of "hire employees, treat them like crap, when they leave hire new employees by misrepresenting what the company is like". The labor market is huge, and you can always find new employees that don't know your previous employees.
So you could argue "If you don't like what the company is doing, don't shop there!" But unless current/former employees speak out, the market (consumers, investors) won't necessarily know "what the company is doing" and won't penalize them.
In this case, employees spoke up, and a whole bunch of people who read the Verge (who are probably in the "luggage buying demographic") decided they didn't like what the company was doing and voiced their concerns stating they would no longer buy the company's product. The board fired the CEO, this apparently satisfied many customers, now they're walking it back and I guess we'll find out how the market feels about it.
But I don't see anything wrong with this approach as long as the reporting is well done (and in this case it was).