Exactly, and that's how it should be. But all too often (both with this protest and earlier ones at Google), the people who receive consequences seem shocked about being fired.
Long story short, sometimes people try to use "expectation" to downplay bad behavior, and that's clearly irrelevant. The "expectation" for a business to do absolutely anything legal for profit is perhaps the most common manifestation of this fallacy.
Regardless, I was commenting on the ones who seem genuinely surprised that being fired was a possible outcome of their protests. It's as if that possibility never crossed their minds, which is itself surprising.