Ereshkigal
It doesn't.
But they, like a lot of companies, have react to the "profit margin impacting" side that makes itself heard on SM.
There isn't enough SM push back from the non TRA side (ie Bulk of the world's shoppers) to get them to realise that profit margin impacting pissed offness goes both ways.
Companies don't count what they can't see on FB, Twatter, that weird Snapchat thing, Insta and whatever else it is the kids are using these days. So they get a very one-sided vision of their potential lost customers and generators of negative publicity.
And if the TRAs are as Machiavellian about it as I would be, they'll each have a fistful of spare "bland" profiles (non TRA stuff, cat videos etc.) so they can amplify their outrage towards a company online. Without the pesky business of actually being able to drum up real numbers of genuine supporters prepared to slam a company online,
Come back My Space. All is Forgiven.
Part of the reason why I like stickerwoman so much is that she is leading the charge off line (which then bubbles to online) to raise the profile of the rest of the world's purses and wallets. Only through that kind of shift (both targeted to their brands and not) will companies start to make a more considered appraisal of what is right in terms of policy, what the drawbacks might be and what will lose them the most money.