I'm not sure I'm clear on the 'real harm' that's being done.
It seems to me that for many on this thread, 'toleration' must equal 'celebration' or at a minimum, vocal (and frequent) expressions of approval.
Further, why should I care at all about a particular corporate entity's 'position' on my sexual preferences or practices? How does it affect the quality of the product?
Now if a corporation HAS a position, and I decide I want to support (or boycott) the company BECAUSE of such position, that's fine. But I don't need a company to TAKE a position in order for me to decide if I'm going to give them my patronage; I need to know if I want or enjoy what they are selling.