FYI...stories in this occasionally appearing section are, in my estimation, important and relevant to business. However, they are relegated to this slot because some MNB readers have made clear that they prefer a politics-free MNB; I can't do that because sometimes the news calls out for coverage and commentary, but at least I can make it easy for folks to skip it if they so desire.I'm flexible.

USA Today has a story about how coffee company Keurig got itself into political hot water.

The story goes back to the sexual misconduct accusations against Roy Moore, the Republican candidate for the US Senate in Alabama. As has been well documented in the press, at least five women have charged Moore with behaving improperly with teenaged girls four decades ago, when he was in his thirties.

Last week, Fox News host Sean Hannity said that he thought Moore should be given the benefit of the doubt; it was generally perceived that Hannity was less than prosecutorial in an interview with Moore.

According to the USA Today story, “Met with calls to dump its advertising from the highly-rated show, Keurig and a handful of other retail companies over the weekend quickly responded on Twitter that they would.” (The other companies included, 23 and Me, Eloquii and Nature's Bounty.) “But fans of Hannity responded with their own #KeurigBoycott, featuring (videos of) fans destroying their coffee machines … Hannity helped accelerate his supporters' response by tweeting that he would award 500 coffee makers —  presumably not Keurigs — to the best videos.”

By Monday, the story says, Keurig “was trying to back out of the social media storm.” In a memo to employees, the company CEO said that the Twitter posting was “outside of company protocols,” and that the intention had not been “to take sides” in an “emotionally charged debate.”

It should be noted that the 70-year-old Moore “is denying allegations reported by the Washington Post that the Alabama Republican had romantic or sexual relationships with four teenage girls while he was in his thirties. The Post quoted four women by name, including one woman who alleged sexual contact at 14, and had two dozen other sources.”

KC's View: One of my complaints about Keurig machines always has been that the coffee doesn’t stay hot very long, and quickly becomes lukewarm.

Which strikes me as a pretty good metaphor for its political reaction here.

Right now, I have a default position for the torrent of accusations of sexual harassment being made against so many people: I believe the women.

To me, the argument that many of them waited so long to make the accusations is specious. Women are coming forward now because courage begets courage. For the first time, maybe ever, they are being believed, not dismissed. And so they are coming forward.

I believe the women.

I’ve always agreed that businesses take a chance when they take a political position … there always is a risk that they’re going to tick off half their customer base. I think companies have to be careful, though sometimes not taking a position can tick off the other half.

In this case, though, I think Keurig was right the first time … and I’m a lot more offended by the newer ‘not taking sides” position. This guy is accused not just of sexual harassment, but of sexual molestation of underage women, and while there probably never will be a trial that cab prove or disprove the charges, the information to this point looks damning. (Is there anyone who would let a teenaged daughter anywhere near this guy?) Will it be enough for Alabama voters not to vote him into office? We’ll know that in a month.

But I think that if I had a product being advertised in the media, I’d run - not walk - away from anyone who seemed to be casting their lot with Roy Moore. And if I were Keurig, regardless of company protocols, I’d simply say that if people want to destroy their coffee machines as a way of demonstrating support for someone who may be a child molester and/or pedophile, go for it.

Again, to be clear, this is dangerous territory for any company. But sometimes it is important to take a stand, and lukewarm isn’t an option.