The times we live in are quite complicated. In the United States, one of the most dynamic companies in the market, King Arthur Baking Company, is experiencing firsthand the old saying that “the road to hell is paved with good intentions.” In short, the company not only produces and sells flour but is also involved in a variety of social programs, from courses on flour and bread to books and even supporting bakery businesses initiated by individuals from disadvantaged areas. A recent company project aimed at supporting bakery businesses started by people of color has become so controversial in various ways that the company has decided to suspend it, at least officially. The idea is that several personalities and their followers from the conservative side rushed to proclaim that this program represents discrimination against white people, discrimination that has become the “only type of permissible hate.” Supporters of affirmative action jumped ...