The idea of McDonald's diplomacy may not be absolutely true[0], but it is a good indicator. Good multinational corporations care about their customers no matter where they are. If corporations think that they can 'virtue signal' that they are following the latest trend, and it happens to be anti-Russian this time, then things get bad. This is horribly different than companies supporting LGBTQ. Instead of cutting off customers in Russia, these companies should be donating to the Red Cross, or some such thing with an outcome that betters the situation, instead of trying to put their voice in the communal amplifier for their 15 minutes of extra news time and accepting nods today that will be forgotten by all tomorrow.

Note: I find it very odd that I wrote this, and yet I saw Elon Musk's post yesterday. I guess cognitive priming is a lot more effective than I thought. Still agree with what I wrote.

[0]: https://www.snopes.com/fact-check/mcdonalds-countries-war/