Stopping short of misrepresenting what they're doing. Stopping short of arbitrary enforcement. (Which means keeping employees from (apparently) arbitrarily using company mechanisms to further their own ideological ends.) Stopping short of meddling in payments handled by another company. (Which looks a bit too much like tortious interference.)

If the companies were merely driven by profit motive and getting ad dollars, it would be fine. It's the manipulation of the public discourse which people object to and feels slimy.