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The hashtag #standwithannity and the variant #istandwithhannity, #boycottkeurig, and #keurig are among the top trending hashtags promoted by these accounts.

Gage and other Hannity adherents posted videos of themselves online attacking their Keurig machines, which generally retail for about $100, to literally send a message to the coffee machine maker.

In a direct response to one such tweet from Carusone, coffee company Keurig announced that it would be pulling ads from Hannity's show.

The decision came after some consumers expressed concerns to the coffee company about host Sean Hannity's coverage of sexual misconduct allegations against Republican Senate candidate Roy Moore of Alabama. Three other women said he dated or asked them out on dates when they were teens and he was in his early 30s. He told Hannity he didn't know Corfman and that he didn't remember "dating any girl without the permission of her mother".

Criticism of Hannity peaked after he referred on his radio show Thursday to "consensual" sex with 17- and 18-year-olds (age of consent in Alabama is 16), which, in the context of the discussion about Moore, was interpreted as including 14-year-olds.

Along with Keurig, the companies 23 and Me, Eloquii and Nature's Bounty have all now pulled their ads from Hannity's show.

Not everyone is joining in on destroying perfectly good (and not low-cost!) coffee makers, however.

"Thanks for bringing this to our attention".

"There are false allegations made", Hannity said, adding that the encounter was "consensual".

A growing number of Republicans, including Senate Majority Leader Mitch McConnell (R., Ky.) and National Republican Senatorial Committee chairman Cory Gardner (R., Col.), have said Moore should step out of the race.

"The action is key because that is what will have a financial effect on Hannity's show, not the messaging that companies use", said Angelo Carusone, the president of Media Matters, noting that he was "surprised" that Realtor.com gave a statement at all, considering the company was owned by Rupert Murdoch.

Even if Keurig was not specifically weighing in on the scandal, Hannity's fans saw the company as taking sides in a debate that's conflated morality and politics.

Keurig's CEO apologized to employees for appearing to "take sides" in a political flap. Besides Keurig, only four other companies have abandoned his program. But the sponsors seemed unlikely to return to "The O'Reilly Factor", the family of Rupert Murdoch, which controls Fox and 21st Century Fox, concluded.