Gradual selective breeding is rather different than Monstanto-style engineering and business tactics.
I admit virtually no knowledge of this company or its tactics, other than that it exists, is related to GMO, and that ... it's bad, somehow. Fair enough. I trust such judgment by and large.
But I understand that GMO refers primarily to some type of gene therapy performed on plants or their seeds in a laboratory setting as a way to enhance desired traits more rapidly and with more control than artificial selective breeding programs.
In concept, that'd be a great way to get gluten out of our wheat (which I understand is part of a mutation in wheat, barley, and rye that's about a hundred years, anyway), allowing celiacs to eat wheat-based products again. That's just one benefit.
If a concept is good but the primary company pushing for it is evil, then the solution isn't to demonize the concept, but the company.
...also, yes, GMOs should be labelled
and explained. Sure, I don't believe there's much inherent difference, but consumers do and that's what matters most. After all, organic is labelled.