Where does the boundary between marketing and invasion of privacy lie? And how much fun is too much harrassment? Questions like these cannot be answered in black and white unless catastrophic tweets from big brands stir the pot. Case in point: Amazon Prime Video's latest X post that set fire to the community over a regular couple's engagement. Users on the platform have come forward en masse to call out the streaming brand, demanding compensation for its overtly casual commentary on the couple's big moment which turned their private joy into public spectacle.

On X, people went ballistic in anger over the social post by a Prime Video account. The firm's tweet, likening a woman's enagement ring to the small one carried by a character in a fantasy series, was removed once under fire, accompanied by a brief apology. Insincerity in the apology sparked outrage after 24 hours. Several fans maintained that since a big company intervened in a personal celebration and inflicted emotional distress, words alone were not sufficient. They proposed that Prime Video should bear the expense of the wedding as reparation. 

 The brand's comparison of her ring to one from the show The Summer I Turned Pretty sent shock waves of outrage. The social media blunder originated from the mention of the scene when Jeremiah Fisher proposes to Belly Conklin with a tiny ring, which fandom memes have since ridiculed for its minuscule stone and less-favored character. 

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The internet frenzy quickly snowballed into something larger as X users started calling for something much more than an apology.

The company's irony marketing misfire put it firmly in bullying territory despite a short apology that further set off a full-blown battle against its perceived lack of sensitivity. Most users deemed Prime Video's tweet "mean-spirited". Commenters under the woman's quote of the company's post criticized the brand for punching down on someone's time of happiness. The meme-based quality of the joke, drawing on the show's infamously small engagement ring, only made the call for compensation and accountability greater.

Some users on X pointed out the performative nature of social-media brand sassiness gone wrong. Some even cancelled their Amazon Prime Video subscriptions.

Below the indignation simmered venomous opinion on brand conduct and social media tone-deafness. Though the tweet is vanished, the conversation persists, and the call for real accountability seems to be lasting longer than the recent outrage over global OTT outage. 

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What are your thoughts on Prime Video's latest X blunder? Comment below.