They can have all the pride they want and still not be petty. They're supposed to be "leading giants", remember?
Ive owned businesses since I was 17 years old. Some did well, and some failed miserably, but I never tried to micro-manage and fight back against what my customers/clients thought of the business. When I did a good job and acted professional, they responded well and when I didn't they let me know about it.
EPGL should do the same.