It was the first of 12 tweets over five days (13 counting this since-deleted tweet). Each was ratioed, meaning the tweets received an outsize number of replies compared with retweets or likes, often indicating a negative response to the tweets.

On Monday, Schultz was heckled as he kicked off a nationwide book tour. On Tuesday, he elicited audience groans after suggesting his wealth would not benefit his potential presidential run. Earlier that day, he called a proposal to do away with private health insurers “not American.” The next day, he said: “It’s not that it’s not American. It’s unaffordable.” By Wednesday afternoon, audiences were warning him about becoming the next Ralph Nader.

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Amid this, Schultz struggled to guess the price of cereal, had his logo compared to a fictional HBO character and said Ronald Reagan never took off his jacket in the Oval Office (he did), all while commenters on his MasterClass ads begged him not to run.

Twitter is a poor medium for judging a presidential candidate’s viability, but the swift pushback to Schultz was notable, especially for someone who claims to be months away from a decision.

A Schultz adviser told CNN that the attacks helped “burnish” his outsider image, and Schultz himself seems to have taken the vitriol in stride.