Doubtless each of these companies have number-crunchers in back rooms trying to estimate the costs of tarnishing their brand if they continue to advertise on X.

Doubtless each of these companies have number-crunchers in back rooms trying to estimate the costs of tarnishing their brand if they continue to advertise on X. These sort of allegations can stick - Disney won't want to be remembered as the company that supported anti-Semitism. If X's reputation continues to go down, so will its advertisers. Plus not all users are alike. I've never been in a backroom, but I'm guessing that they are more concerned with the users with more spending capital.