Who on earth on you talking about?
They are applying rule #12 here to cut off support to both the organization and to Dan Cathy personally. Most Chick fil a supporters who read the propaganda story will think Chick fil-a is waffling and stop supporting them. It reads like some sort of love letter but if you read carefully, the story says that Dan has not changed his views (about halfway in)
RULE 12: “Pick the target, freeze it, personalize it, and polarize it.” Cut off the support network and isolate the target from sympathy. Go after people and not institutions; people hurt faster than institutions.
And of course rule #8 applies too..
RULE 8: “Keep the pressure on. Never let up.” Keep trying new things to keep the opposition off balance. As the opposition masters one approach, hit them from the flank with something new.