Once your symbol/flag is co-opted for the awful purposes that the confederate flag has been, then it's appropriate for the government to refuse to implicitly support the symbol further.
Private entities (Amazon/eBay/tv networks) are making business decisions that are wholly within their purview.
If you read my other statement, you'll see that I agree it's hard to argue slavery wasn't a major factor in the governmental leaders' secession statements. Flags likely shouldn't be flying from the roof tops but I don't see a problem with honoring war dead in existing memorials, when most soldiers were fighting for much more than the right to maintain a way of life (slavery) they'd never even known.
So Gov't buildings aren't really my concern. It's the private sector and the ability of public opinion to be so hijacked by the internet newscycle today that gets under my skin.
I wouldn't have a problem with a decision any entity makes within its own area of influence, if it were due to having a backbone and a long held position. I have a problem with
why they make knee jerk decisions like this. Why only now? Because it's playing to the lowest common denominator rather than acting like a mature leader.
This latest response isn't based on any deep-seated sense of moral necessity or justice for the downtrodden held by a Board of Directors. It's done to ride out the wave of popularity amongst those screaming loudest in order to continue making money. Business have to do what they must in order to survive but its it's utter hypocrisy.
For crying out loud, Apple has slave labor building their tech overseas in present day.
You're right, they are free to do whatever they like... but the social cost is a continued influence on the narrow-minded and more fuel to justify their gnashing of teeth. And the more effective that gnashing is, the worse it'll become.