If you\u2019ve ever enjoyed popular comic strip Dilbert, then this might just ruin it for you. Scott Adams, creator of the strip, and also co-founder of blockchain app company WhenHub, decided that the recent Gilroy Garlic Festival mass shooting would be the perfect opportunity to market his new company. As reported by Gizmodo, WhenHub is an app similar to Cameo, which allows anyone to get financially rewarded for creating videos. In theory, it can be used for someone to become a video mentor to others, or for someone to monetize their interactions with news media. That\u2019s exactly the idea Adams was pushing when news of the Gilroy shooting hit. While Twitter was flooded with accounts of what happened, with several people posting their personal videos of the event, Adams tweeted this: https:\/\/twitter.com\/ScottAdamsSays\/status\/1155679797223182337 Now, the media frenzy over tragedies like this is always a little tasteless. Under any video that goes viral, you\u2019ll find producers asking if they can use the video for their outlet, or reaching out to conduct an interview. There\u2019s just not a great way for media outlets to cover the story in seconds without coming off a little tasteless. Adam\u2019s effort though is particularly off-putting. In effect, he\u2019s doing the exact same thing those producers would, but trying to gain additional users for his platform, thus creating a middle-man to create a business model between the tragedy and the coverage. Is there a valid business to be had there? Maybe. That\u2019s up to society to decide if those who are interviewed by media, and specifically those who have experienced a tragedy should be compensated for their accounts. It could be seen as a fair trade between two parties who expect to profit, and many valid blockchain applications are being built around exactly this type of exchange. Or it could be interpreted as profiteering over the senseless deaths of a shooting. So far, the public has landed on the latter. Regardless of if the core idea of WhenHub works in theory, Adams\u2019 timing was atrocious, and he was called out for it. Below is an example of one of the hundreds of tweets that ratio\u2019d Adams advertising: https:\/\/twitter.com\/garywhitta\/status\/1155960274425282560 For Adams part, he\u2019s refused to apologize and has labeled the outrage as fake. This has continued a trend Adams has created where he\u2019s been identified as an \u201cevil\u201d and an \u201copportunist,\u201d and seems like a very unlikely way to push his blockchain app. The story as a whole seems to hold a very important lesson for the blockchain space. As cool as you think your technology might be, there\u2019s a place and a time to promote your app. In the hours after a tragedy, it\u2019s probably better to stick to thoughts and prayers.