This will cost Ping far more in the negative publicity it generates than the piddly amount they were losing in the discounts to military. And that this edict should come from someone named "Bill Gates" is really ironic!
Ping wasn't losing anything.
The retailer was giving the 10% discount from his profit margin.
Ping was losing zero money. The retailer was discounting his profit.
Ping gets their money when the store pays their invoice.
That's the screwy part... Ping didn't lose any money. The store buys at wholesale from Ping, and subsequently owns the merchandise. The store then discounts 10% off of the retail price, which cuts into the store's profit.
Ping loses no money, unless they get stupid and pull the accounts.
Of course, they got stupid (and apparently got stuck)!