AVALANCHES VS. BON IVER. As you'd imagine, this one started with Twitter. Specifically, it started when whichever Avalanch controls the Aussie DJ collective's Twitter account took Justin Vernon and his band to task for appearing in a Bushmill's ad: "endor$ing a product with proven devastating health risks is ok? a product which kills 100k p/a in the US alone..man kids look up to you. # rememberwhenitwascoolNOTtosellout" Vernon, for his part, made sure to point out that he wasn't mad and did his best to launch an actual discussion with the group, but that part is way less interesting.