Software engineering is largely think-work. Some of it is creatively coming up with ways to solve novel technical problems, but an often understated part is thinking about how your implementations will affect your users, and optimizing for solving your users problems.
Ultimately you may need to comply if the decision is made, but they literally hire us for our judgement and ability to work independently for the companies objectives.
Yes, you 'need' to comply because you're an employee. That's all there is to it and I'm very surprised by the emotional reactions to my simple statement of fact. It's odd.
A software dev is not hired for their judgement on company strategy or marketing. It's never a good idea to tell others how to do their jobs.
I would also say that pushing back and refusing are two very different things. If you think something is not good for the company you may say it constructively (though be careful). In the end, "disagree and commit" or quit are the two professional options.