Cowardice implies humanity; Don't ascribe human qualities to a profit machine, regardless of what the supreme Court says. This comes down to board of directors level decisions and they are only on the board as they have been successfully conditioned to accept profit at any cost as an operating model.

I was honestly shocked at the parade of companies slapping rainbows and pride slogans and diversity communications in the 2010s...when most of them had been silent and completely positionless on discrimination towards lgbtq (or any other group) only years prior. What should NOT come as a surprise is that corps showed up for a free commercial lunch in a pre-trump bigotry-is-still-socially-unacceptable era, but as soon as there were implications to their bottom line, they showed their true colors...they don't care. They are agnostic except profit. Corporations would operate under fascism, a military coup, child raping priest theocracy, anything, as long as they can continue to generate profits.

Principles have costs at some point, and corporations look to cut any costs they can. Corporations (well C corps in the United states anyways) are incapable of values and principles beyond what is required by law; they believe law requires them to prioritize profit at any cost. Remember how many companies hired chief diversity officers after George Floyd and BLM? How many were dismantled or eliminated in the last year?

The revolution will not be televised, and it certainly won't come from corporate board rooms or product lines.