"I apologize if my words generated misunderstandings or arguments, or if they offended the sensibilities of some people,” said Barilla chairman Guido Barilla. Not, “if” Barilla, “that.” Blowback has been swift for the pasta maker after he was heard telling a radio show that while he respects the gays, he likes “traditional families” and would never use gay families in commercials. He also said that he supported gay marriage but not adoption, and said if gay people or sympathizers don’t want to eat his pasta because of his message, then he’s not bothered. People took him up on his offer and talk of a boycott has quickly spread on Twitter and Facebook.