Swiss watch company Tag Heuer announced today that it would drop Tiger Woods from its advertising.  The CEO of the company told  Swiss paper Le Matin, “We recognize Tiger Woods as a great sportsman but we have to take account of the sensitivity of some consumers in relation to recent events.”

Translation: We, of course, would never presume to question the character and integrity of a husband and father who engages in serial adulterous affairs with any cocktail waitress, lingerie model, porn star, reality star or other owner of two x chromosomes as long as she had the physical dimensions of Jessica Rabbit, but such conduct apparently displeases some of our customers, heaven knows why, and though we’d use Martin Bormann as a spokesperson if he sold enough watches, our guess is that Tiger won’t. So he’s out.

This is called “doing the right thing for the wrong reasons.”

But these are the Swiss, after all. They wouldn’t even take a stand against Hitler.