What does ‘being in trouble before’ have anything to do with this issue?
People who don't shop at Target announce that because of a newly-enacted policy they disagree with, they will continue not shopping at Target. And then when it is announced that Target's sales are slipping (and have been slipping for a long time and for reasons that likely have little to do with this policy change), they claim, "Yay! We're winning!"
Same thing with JC Penney's.
Yet, Amazon marches on with their blatant, in your face gay outreach...