It's not obnoxious because it's misguided. In fact, the message is true. The fact is that it's coming from a company that is in the business of selling jackets.

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So when they say, "Don't buy our jackets," you can only draw one of a handful of conclusions:

A) They actually don't want to sell jackets, making them a very poorly-run business.

B) They want to sell jackets by making you think that they're the good guys by NOT wanting you to buy their jackets. 

C) They want to confuse you so bad that you remember the name "Patagonia" and end up buying one of their jackets.

Well, as you can see, A is the least likely, so what they're probably doing is being phony as a method of winning your attention and your money. Which flies directly in the face of who they try to be in the ad. It's so transparent it makes me a little angry. So you know what I'm going to do about it? 

I'm not going to buy their stuff anymore. Careful what you wish for, Patagonia.