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atz
Have you watched the video? With any kind of problematic word, you get those who want to reclaim it and those who want to avoid using it (and, obviously, those who want to use it to stigmatise). I've met people just like the women in the video who called themselves fat and thought that you shouldn't shun the word and instead call a spade a spade. They thought that's the only way of removing the stigma, and that if you just try to avoid 'fat', it'll only end up being used by one group of people, those who want to perpetuate stigma against fat people, and would therefore never be used merely descriptively or even positively. I'd say that those who want to avoid using 'fat' are probably in the majority, but there's definitely a significant minority that wants to embrace it.
Obviously, it's a very personal video that shows their experiences and it's certainly not in any sense the case that the company uses the term for their marketing in an unacceptable way.
I can still never get over how many Americans pronounce 'route', though.