The actions were almost certainly legal, otherwise boycotts are illegal, which would be insane, and also the tweet from Elonin the article I linked above would

The actions were almost certainly legal, otherwise boycotts are illegal, which would be insane, and also the tweet from Elonin the article I linked above would be illegal as well. Criticism and free speech generally includes that the criticism may convince people (including companies!) to change their behavior. Speaking about rhetoric, the point Popehat is making here is that all of the changes in advertiser behavior are in fact criticism. There is no Motte being retreated to, he is in fact standing firm at the bailey with the statement “criticism that results in financial harm and business action is still just criticism”.