> anyone who does not care about selling out to the Chinese market
It's a crisis for speech by customers of those companies, who must make clear that they are just as capable of punishing those companies as the Chinese government.
The Chinese customers are also capable of punishing those companies, not just the Chinese government.
When you're a tournament winner, you're not a customer of the company, you're a partner that's using the tournament as a soapbox for your politics.
Having expectations of moral behavior from someone doesn't mean you consider them a role model, it means you have standards. A role model is someone you aspire to be, but I expect everyone I deal with to have some sort of basic standards of decency. If not, I don't deal with them and neither should anyone else.
It's a crisis for speech by entities that are seeking to make millions of dollars in China.
Those corporations were never in the business of defending free speech in the first place. If you were expecting them to, I would suggest finding better role models.
This is not a problem for anyone who does not care about selling out to the Chinese market.