I expected the backlash from pharma publications going on about how the incredibly low price gilead set for the drug is going to set a precedent that might force the entire industry to cut prices and destroy profits[1]. I didnt expect the backlash from the public. The message that gilead and friends would be getting is that people will hate pharma for the sake of hating pharma, amd that the hate they get has nothing to do with their behavior, so might as well charge high prices since the anti-pharma crowd is not acting in good faith.
Imagine "doing the right thing", and then people lamblasting you, upset at you, and even actively working against you.