Excuse me? This has nothing to do with being weak-willed, or chickening out, or abandoning a principled position. Hallmark is a profit-seeking business, period. The ninnies are the abused-spouse conservatives returning for beating after beating, under the delusion that Big Business is their friend. As with Chik-Fil-A, corporate conservatism is a business plan -- and when the market climate changes, business plans are adjusted.
Unrestrained Capitalism is a product of liberalism. Sorry you had to find out this way.
Conservatives can complain, write angry letters and threaten to stop patronizing their shows all they like, but UNLESS they get HIT in their bottom line, nothing’s gonna happen.
It’s the same with Netflix ( which plans to show a GAY Jesus ) and Chick-Fil-A ( which stopped supporting the Salvation Army after being intimidated by the LGBT activists).