Snowballing this event into the broader context of fandom just perpetuates this idea that somehow these are all same problem. The problem with this is that you force people into the conversation who don't want anything to do with the conversation and this can end up creating bigger problems.
There is no conceivable way that you could be any more right... Morally. I hundred percent agree with this notion, but it is a notion that only survives in a better world than we have now.
We live in a world of stereotypes and we must deal with the perceptions and/or hatred that comes from it. When I went to school in Montreal, I met so many cultures from all over this globe who spoke to me in American Slang and things they got off of tv shows because they were convinced that's exactly how all Americans who look like me behave. And even after meeting me, they just believed me to be a weird exception to the rule.
This society is where the easily digestible sound bite is iron clad truth. Again, I completely understand how unfair it is to you that you must defend who you are and what you love even though you have nothing to do with this... but that's the world we were all born in.
This isn't an overnight change to the rules. Every fan who behaved badly knew the court of public opinion we all are constantly scrutinized in. Whatever label you can give yourself (White, black, female, male, Gay, Straight, conservative, liberal), we all know any one of our actions will be labeled as "THIS IS HOW THESE PEOPLE ARE" by the aggressive opponents on the 'other' side of these labels, or the ignorant masses who don't care about individuals and just want sound bites to understand the world around them.
And these are the sound bites that are being shown.
1 [http://www.washingtonexaminer.com/stop-judging-rick-and-morty-fans-for-freaking-out-over-mcdonalds-szechuan-sauce/article/2637467], 2 [https://www.msn.com/en-us/health/health-ads-wellbeing/rick-and-morty-fans-got-violent-over-mcdonalds-szechuan-sauce/vp-AAteyBA], 3 [https://www.cnet.com/news/rick-and-morty-szechuan-sauce-mcdonalds-madness/], 4 [https://www.thedailybeast.com/relax-rick-and-morty-fans-youre-still-getting-your-damn-szechuan-sauce], 5 [http://theweek.com/articles/729911/rick-mortys-toxic-fans-are-ruining-terrific-show]
This is what the world outside of Rick and Morty is seeing. These are the opinions that non-fans are reading. And it's a disgrace that the immaturity of some now has to taint what you love and put you on the defensive. And that's the point. Because this conversation could have easily been solely based on what a disappointment McDonald's continues to be if it wasn't for the reaction. Instead of McDonald's just looking like idiots for not gauging the demand correctly (or testing the waters in a poor fashion like I stated before), McDonald's gets to spin it and look like people who just goofed up and are yielding under the overblown reaction to a bunch of nutjobs that takes a cartoon to seriously.
That is firmly in the lap of the fans who behaved badly. There's a way to have your voice heard that makes people side with you. This wasn't it.
And to be fair, while I did use this example as it is a mystery why people act this way even though they know it will damage the perception of what they love, it's in all things.
Football Hooligans. Anyone who decides to trash their city because their favorite team won/lost/didn't get chosen for something. Protests. Concerts... It all damages your brand, so why do it? Because we, the people who are under the same label but did not do these things, will ultimately take the heat while those people laugh it off and let us rot. I hate that. I hate it so much.