Backcountry.com is making moves after suing a string of small businesses for using their namesake. The latest update is one heck of a plot twist.

After issuing a public apology letter to the outdoor recreation community, Backcountry.com CEO Jonathan Neilsen told the Colorado Sun in a follow-up interview that they have fired all the attorneys from the country’s largest trademark-only law firm IPLA. While the large online retailer has decided not to immediately drop all 50+ petitions filed in the U.S. Patent and Trademark Office, all legal actions will be suspended.

This represents a big change of heart for the Utah-based retailer, who has also now decided to partner with David Ollila to help spur growth in the outdoor industry for Marquette Backcountry Ski Brand.

The decision to pursue legal action against dozen of small businesses and organizations for the trademark infringement over the use of the word backcountry led to a spiral effect of outrage from angry “goat” fans.  More than 20,000 people flocked to a Facebook group that was created to draw attention to the lawsuits filed by Backcountry.com. A petition has also been recently started by a group of outdoor enthusiasts and activists in an effort to free the word “backcountry” from its trademark. The goal is to hit 10,000 signatures, with nearly 1,300 so far.

This is a developing story.