On Monday night after the media's countless replays of a video showing NFL star Ray Rice knocking out his then-fiancée in an elevator, a Twitter hashtag was birthed to raise awareness for domestic violence -- #WhyIStayed.

Unfortunately for the frozen pizza brand DiGiorno, their social media division jumped at the chance to use the latest hashtag trend to pump their product without checking the context:

As is such in the latest age of social media outrage, Twitter users jumped all over the company for its gaffe:

Mic.com ran a story shaming the company, saying, "It's not delivery. It's disaster." TIME covered the story, charging that DiGiorno "hijacked" the hashtag to sell frozen pizza.

Eventually, DiGiorno deleted the tweet and issued this apology:

But even after an apology, many users weren't satisfied and continued their bashing. Others came to DiGiorno's defense with the perfect advice for those who can't squelch their emotion over the issue: they've apologized -- it's time to move on.