The main method of protest was to boycott Firefox. Yet this was a stupid thing to do, because Firefox is the result of over a decade of wide-scale community effort, all done on a non-profit basis, and has been instrumental in advancing web standards. Firefox was also the initial spark that got us out of the stagnation caused by IE6.
By boycotting Firefox, people were punishing pretty much everyone except Eich. A much more blunt statement would have been to boycott JavaScript, something Eich was directly responsible for. Of course, that would actually require some effort in a major overhaul of one's browsing habits.
Then it was OKCupid just blatantly jumping on the bandwagon, encouraging Firefox users to leave their browser, all in an absolutely farcical attempt to assert their moral superiority.
Finally, most people don't seem to be aware that gay marriage is often a red herring in general, and the topic of marriage privatization is rarely discussed in public. But that's heading towards my personal views.