Flat-out, Barilla must not actually want to make as much money as possible, and they must not care about the lives of what was probably a good chunk of their customers!!
The chairman of Barilla's privately owned company, Guido Barilla, straight-up said in an interview that they would never show same-sex couples in one of their ads because they believe in traditional families, and if the gays have a problem with that they can just go eat somebody else's moderately adequate pastas.
As a world-wide company, we're pretty sure this is a mistake he'll regret business-wise!
Here are the gross things he said: