You're partially right about limitations, but there's a deeper logic behind why this actually works - via cultural transmission mechanisms.

The ice bucket challenge raised millions for ALS research despite some or many people doing it for clout. Ribbons helped destigmatize amd raise awareness for aids, which bolstered funding support. Their purpose was to effect social change thru awareness and solidarity.

There aren't many accessible ways for individuals to push back against cases of corporate overreach. Lois isn't claiming profile pictures fix everything but rather aiming to build a network of people who wish to push back on cases of corp overreach - a strategic initiative.

Discussions and debates like this, are part of how cultural change starts. Small symbolic acts that get people talking & thinking about issues they might otherwise not consider.