> It's not a personal attack if it is directed at a company or the actions of a company rather than at a person.

Splitting hairs perhaps? “Jerks” is intended to be an insult no matter how many people you’re talking to or about.

> it’s purpose is not to explain the frustration but to signal the intensity

Sure, that’s a plausible assumption, but it doesn’t help the conversation, nor make it okay or socially acceptable to hurl insults. Are you certain that was the purpose? Have you clarified that with the author of the comment?

Perhaps a better way to signal intensity is to explain what material impact the decision has on their workflow and daily lives. What is the cost in terms or time or money, or something else?

> whether or not something is socially acceptable is up to society, not to you.

Yeah, that’s correct. Did I claim it was up to me? I stated a fact, not my personal opinion. Throwing insults around is not socially acceptable, according to society, not me.