The Firewatch devs took a public stand on the Pewdiepie drama and got hit in the head as a result. It went far beyond Twitter harassment and their Steam reviews got bombarded with negative reviews. The hate campaign they got has nothing to do with their development or business practices.
Thanks for providing some context. I don't know what they expected getting involved in YouTube drama (which is essentially like pissing in a sea of piss).
it was also a declaration to "dmca takedown" his content even though permission have very explicitly been given. (this seems like it could be legally problematic, but not sure)... also publicly called for other game developers to participate in similar actions. seemed like some questionable ethics.