If YETI had come out and said it was a miscommunication or an error I might have bought it. No, they came out and said the NRA lied.
IMO what happened is the marketing people were reviewing and the liberals in the dept questioned their relationship with the NRA. They are based on Austin, TX after all. So the marketing people decided to drop the NRA. The NRA responded and the marketing department went into PR crisis mode. But the people making the decisions were still the 2nd amendment hating Austin liberals in the marketing dept. The YETI response does not read like one of contrition or eagerness to work with the NRA.
Every other high end competitor of YETI has put out a statement signed by their CEO. YETIs statement is not signed.