This is a good question. I think it would be best for them to give some sort of signal, which would mean "We're doing this because we have to. We are willing to

This is a good question. I think it would be best for them to give some sort of signal, which would mean "We're doing this because we have to. We are willing to change if you offer us an alternative." If enough companies/people did this, at some point change would become possible.