and then the actual people who put it together made this apology:
Last week, 10:10 made available a short film. Following the initial reaction to the film we removed it from our website and issued an apology on Friday 2 October.Many will say this is a perfect example of what NOT to do when trying to convince people that there is a problem, i'm certainly not one for gore, but i think it's pretty heavy and makes the point well.
Subsequently there has been negative comment about the film, particularly on blogs, and concern from others working hard to build support for action on climate change. We are very sorry if this has distracted from their efforts.
We are also sorry to our corporate sponsors, delivery partners and board members, who have been implicated in this situation despite having no involvement in the film’s production or release.
We will learn from this mistake. Today I have written to supporters and stakeholders explaining that we will review processes and procedures to make sure it cannot happen again. Responsibility for this process is being taken by the 10:10 board.
The media coverage of the film was not the kind of publicity we wanted for 10:10, nor for the wider movement to reduce carbon emissions.
If people have been in touch with us personally about the film, we will be replying to individual emails over the next few days. Meanwhile our thanks go out to all those who support 10:10 and who work to combat the threat of climate change.
Director, 10:10 UK
fucking awesome ending.