leftists do not care if they lose money
look how many leftist papers would rather go out of business rather than change
The cause always has priority.
And it will be pursued, whether it costs money, society, or lives.
Chipotle is a little bit different.
I was on a mailing list for a clothing website I bought from once. They went Pro-Gay marriage and made a deal about it. I quit and never bought since.
They then went on to showcase how well they did by backing gay marriage, they earned an additional 20%.