You don't think that rational people can choose to support companies which promote values they believe in, and withdraw support from companies which promote values (or lack of?) they disagree with?
That's not blackmail, that's using one's God-given sense of discrimination. The good kind, that we'd all be dead if we didn't exercise.
This might get interesting. I think Fird is attempting to sit on the fence; however, lukewarm appears to not be a menu option -they will have to choose as corporate citizens just what in society they support with the profits they make from society.