Every moment spent responding to online attacks or pointless social media battles is a moment stolen from productive endeavors. By remaining silent, Cook preserved his focus on his core responsibilities as Apple’s CEO, reinforcing the company’s image as a mature and sophisticated brand that values innovation over drama. Engaging in petty squabbles can tarnish your reputation and damage your brand. By not reacting, Cook strengthened Apple’s image as a company that rises above the fray. Additionally, many online provocateurs thrive on attention. By ignoring them, Cook denied them the oxygen they crave to fuel their fires.