Because fighting fire with fire seems to be the only tactic successful in these contexts. Its about proving the hypocrisy of practicing discrimination against those you self deem (without any due process) to be discriminatory. Discrimination, like hate only begets more discrimination.
As far as the second point, the free markets no longer operate that way, marketing has emerged as a white washing effect for any ill a company can get themselves into, as long as they spend enough on marketing they can work their way out of it on top.
