You're right to be concerned. It was a monumentally disrespectful act, and it's not the rider's call to decide whether he was "the only person in jeopardy" or not.
Kona should fire Watson and make every effort to disassociate themselves from his action.
IMO
RichC
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Training: 2002 Fuji Roubaix Pro (105 triple)
Commuting/Daytripping: 2001 Airborne Carpe Diem (Ultegra/XTR, touring wheels)
Commuting/Touring: 2000 Novara Randonee (Sora/Tiagra/LX, fenders, lights)