Their statement is certainly causing more harm than good. They had a problem with phylacteries and decided to drop the word. Their goal would have been achieved if they just wrote "soul cage" in their upcoming Book of the Dead, without tweeting about it. The controversy stemmed not from the change (that will happen in a few months) but from the tweet. I don't see the point of communicating, since it's akin of tweeting "we've decided to wash our hands before taking popcorn from a communal bowl", certainly a good idea but not something you claim proudly to do... And since the goal wasn't to react to outside pressure or create outside pressure, but just an editorial and creative decision from them, so not something that important that couldn't wait for the book release, I don't see the point of the putting their decision in the spotlight, sparking the controversy we see here.