Like every other tech firm, Microsoft is desperately seeking millennials, both as customers and employees. But something about that prized demographic makes the uncoolest of tech companies lose its head and become even uncooler — and, even worse, act like the Donald Trump of the tech world.

Since this spring Microsoft has had to apologize publicly three times for offensive, anti-Semitic, sexist, homophobic and racist words and acts, all in the name of getting millennials onboard. One of the incidents could be deemed unintentional, but a lack of foresight certainly contributed to the resulting marketing calamity. Memo to Microsoft: There are much better ways to lure millennials to your brand. In fact, thinking that any of this might help is deeply insulting to your target audience.

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