It's easy to feel bad for them because they're in a brand new situation. One that many of us have been accustomed to for years, if not decades.
The thing about it is...it's easy to get discouraged. It's being made harder than it should be. Fighting back is the best way of going about it.
My suggestion is a series of passive aggressive shots over the course of months and years to send a tiny little message.
Never shy away from a challenge. Let's shout cliches from the rooftops! Defying convention is the mother of invention! (Wait...is a cliche?)