Not saying they are lying about what they are doing, only that they are conscious of what kind of message the PR sends, factored it into their sales forecasts,

Not saying they are lying about what they are doing, only that they are conscious of what kind of message the PR sends, factored it into their sales forecasts, and are now profiting off of it. It's just business. In general brand loyalty is a consumerist mindset, period. To the extent that Patagonia's actions engender a "rethinking" of "capitalism" they are still inhabiting a space which benefits from encouraging a consumer mindset, which as we know is one of the main cultural forces that continues to push us toward more and more growth, at the behest of the (individualist) consumer, and at the expense of nature. Patagonia's ethics are complicated, as are those of any company who inhabits a system where profit is the dominant motive. Ultimately they are still producing articles primarily made of petrochemicals for one-time (and, occasionally, secondhand) consumption. They do good through advocacy and other initiatives, but one must consider the entire set of nth-order effects that participating in such a system entails, and if you do the accounting you would realize it is a net negative as far as climate impacts go.