> On income? How would this work?
Cloudflare is a public company. I can tell you from being in a position to know this at a small company, but the "vendor review / procurement process" that happens to acquire a new service is non-trivial and usually offers several checkpoints to make sure that you're only onboarding vendors that meet strict criteria. One of those criteria is "not being embroiled in an obviously bad PR scandal easily revealed by a basic Google search."
CloudFlare is public and that means that their shareholders have the final say, not the individual customers. If shareholders see that CloudFlare's revenue is declining or that key customers are leaving, and there's an obvious reason why that's happening, well, that's the answer to who has the most say.
The whole operational plan that @SleepingGiants had during the Trump administration was to systematically identify corporate links and associations, and to highlight them to PR and legal teams who knew how this worked. "Cancellation" works not because individuals are easily moved by emotional arguments. It works because most companies answer to shareholders, and most shareholders care about value and growth. The company has a fiduciary duty to drive value for shareholders. When those stars align, obvious reasons why value is being artificially capped don't become "hard decisions." They become easy ways to increase value.
There are very few companies that can successfully hold an ideology. When they do hold an ideology, that ideology is usually aligned with some market force. Apple advertises privacy as its ideology because it's seemingly aligned with shareholder value. The ideology becomes expensive or even net-negative commensurate with the value being driven.