Imagine if there are N causes that the SJW's care about. Imagine that you own a business that supports N-1 of those causes. A single malcontent SJW who disagrees with your stand on cause 'I' wants to get back at you. So he does it by making it look like your company really opposes cause 'J'.
If he is successful then he has doubled the number of SJW's that will hate your company.
So someone who hates Whole Foods' stand on Obamacare can make it look like Whole Foods is also anti-LGBT and get both the Obamacare fans and gays to boycott Whole Foods.
If you own a business and you're not 100% behind the SJW program your business is at risk.
You are correct abouts WF. Their CEO is libertarian and wrote a book in defense of the free market and capitalism shortly after he came out against Obamacare. Here in Pittsburgh a couple of stupid hippies tried to picket our local WF store. I do shop there because they carry a lot of local produce, pastured eggs, and grass fed non homogenized milk that I can’t find elsewhere, but I’m hardly a liberal.