If you want to make a point about responsible corporate governance it probably does make sense to focus on one of the largest companies in the world, especially one with an exceptional amount of cash that makes it better prepared than others to suffer the consequences of a conscience-driven, money-losing decision.

The reality is there's no way the company can make that change on the basis of "it's the right thing to do" without also being able to convincingly argue that it's better for long term shareholder value.