The more I read this thread and others on the subject of SmokeFire, the more I think some marketing graduate students need to do a case study of how Weber marketed SmokeFire and how customer reacted to the product launch. I'm being serious, there's a lot to unpack here.
As with most things, the truth lies somewhere in the middle. It's not a case of cataclysmic failure for Weber, nor is it a home run. It's also not a case of, "Folks, keep moving, nothing to see here." Something went sideways here. Factors include:
- Unrealistically high customer expectations based on marketing claims, Weber reputation, etc.
- Weber over-promising and under-delivering on certain features, performance factors, and ease of use when they should have under-promised and over-delivered.
- A base of customers unfamiliar with the realities of pellet grills. When confronted with concepts like fly ash and pellet bridging and the need for a Shopvac to frequently vacuum your grill, uncertainly begins to mount in customer minds.
- Social media giveth and social media taketh away. To Weber's benefit, YouTube influencers spread the gospel of SmokeFire with little first-hand cooking experience. To Weber's detriment, YouTube influencers and average Joes quickly spread videos of what appear to be product fails. Sorting out operator errors from real operational issues proves difficult to do in real time on social media.
These factors also explain, or at least contribute to, some of the angry and hyperbolic comments seen on forums and other social media. Most of these comments are just unfortunate, like things you say during an argument that you later regret and apologize for

but some are a reflection of the disappointment people feel upon learning that this pellet grill does not live up to their expectations. Are angry comments a rational response to disappointment in a pellet grill? You'll have to ask a psychiatrist and a brand marketing specialist about that one, I'm sure there are deep issues involved.