Making a sacrifice, whether great or small, is a very common ethical behaviour. I refuse to make purchases on Amazon. Sometimes that's a minor inconvenience:

Making a sacrifice, whether great or small, is a very common ethical behaviour. I refuse to make purchases on Amazon. Sometimes that's a minor inconvenience: perhaps the alternative has slower delivery. Sometimes purchasing elsewhere probably costs me more than it would on Amazon. My purchase value is low considering the whole world, but it's not zero. I can also influence my employer's decisions, which are larger — and we use Azure rather than AWS.