One more possibility: the head of the company has a lot of authority and a huge ad budget and hates Trump. Wants to put some hurt on Trump. Orders up an ad campaign that attacks his “wall”. She doesn’t even have to really believe in illegal immigration, just have it in for Trump. You know, a man-hater.
Mebbe 84 Lumber should announce a policy of declining to prosecute illegals caught shopifting in their stores - as a direct way to help them on their “journey.”