The author argues that there's an important distinction between socially vs. economically radical (re)actions to injustice. The socially radical approach is relatively easy to follow through but also quite ineffective, or even counter-productive (e.g. appointing the first female board member in a corporation, or instantly fire an employee who's been blamed on social media). On the other hand, an economically radical reaction is costly but can lead to real change (e.g. stop selling to a business partner who violates our own values).
And, as the article points out, leaders of institutions typically have personal incentives to follow the "soft" version: making some PR moves without caring too much about the real problems.
If we look at the IT sector we had several examples of this lately [0-4].
[0] https://news.ycombinator.com/item?id=23740818
[1] https://news.ycombinator.com/item?id=23500093
[2] https://news.ycombinator.com/item?id=7801646