Brands jumping in on the coronavirus pile-on is starting to feel a little icky.

In a way, you can’t blame them, and you know they truly can’t help themselves or get out of their own way. After all, they have to flood your eyeballs on the daily and remind you of their existence, and in a fractured marketplace where folks now have to acclimate themselves to the new normal that is practicing social distancing and watching Frozen II ad nauseam, it’s a complicated time for brand messaging.

Some brands have taken to converting their manufacturing arms and producing items that we are desperately in short supply of, as was the case with Anheuser-Busch since they decided to start making hand sanitizer.