For an American company to build and maintain a customer base, it must choose one of two courses: either be apolitical and serve all Americans, or be political in a single consistent direction and serve only some (like Ben & Jerry’s). It cannot be political in all directions at once, or in different directions at different times as fashions or the caprices of company leadership dictate. If it does, it halfway alienates all its customers which, in a competitive market, is as good as alienating them entirely.
It isn’t a riot unless a Starbucks is trashed.
