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Not that anyone asked, but adding my 2¢ to the Ice Cream Discourse: I find it rather encouraging. For years I have agreed with the tactics and strategies of BDS, but have been unable to support it because much of the grass roots rhetoric is antisemitic.
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I hope that a major brand/corporation signing on will bring it mainstream in a way that pushes the antisemitism to the fringe, leaving room for non-Zionist Jews like me, and even Zionists who support the end of the occupation.