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It gets a little muddy (there's definitely a train of thought that goes "We don't trust you because we have moral objections so something you've done," witness the boycott of Gillette for their toxic masculinity ad, or of Chik-fil-a for their support of "conversion therapy"), but to a first approximation I agree with your take.

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There is a separate conversation to be had around how quick some people are to "blacklist" individuals and organizations they think did something objectionable. But at least in that case, it's a bunch of individuals voting with their wallets and/or time, as opposed to a central authority.

Put another way, there's a reason free speech (as it's defined in the US) applies to the government and not private entities.

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