There's no burden of consistency that anybody needs to meet. I can boycott Amazon because I like purple and they don't have it in their logo. And then tomorrow

There's no burden of consistency that anybody needs to meet. I can boycott Amazon because I like purple and they don't have it in their logo. And then tomorrow decide to continue the boycott because it's a cloudy day and my dog has fleas. If you want a better reason, it can be as simple as, Amazon is the 13th-biggest corporation in the world by revenue (https://en.wikipedia.org/wiki/List_of_largest_companies_by_revenue https://en.wikipedia.org/wiki/List_of_largest_companies_by_r...), and someone simply doesn't want to confer any further advantage to them or support that level of wealth concentration. It's not cherry-picking unless you know that's the only company being avoided. In my case I've significantly cut my direct reliance on the top 12, quite unintentionally, just by - not shopping at WalMart - not living in China - not owning/driving a car - not using Apple products, and ironically - using Amazon Yep that's right, ordering from Amazon keeps me from being tempted to fall back on numbers 3, 6, 7, 8, 9 and 10 which are all petroleum and car companies. I guess I'm going on the theory that a delivery truck making the rounds to 20 people is more efficient and less damaging than 20 people driving their own cars to various stores. On the other hand, if it's me we're talking about, I would be biking to the store. So already I'm not totally consistent, and I might be further inconsistent tomorrow and decide to boycott Amazon, especially if they don't get their act together on the labor side!