The word "bigotry" is a very big stick to swing against two people who could be killed in many parts of the world based on who they are. Bigotry implies a more systemic persecution than the economic decision they've made here.
By way of comparison, I'm not "discriminating" against Sony based on my boycott of their products for pushing out rootkits to their customers.
All social justice is like this. It breaks down under the merest of scrutinty.
Being a fancy CEO, though? That's not a civil right. Especially not if attempting to deprive gay people of their civil rights makes it hard to perform an important function of that fancy CEO job: the recruitment and retention of staff.
Bigotry is not just a description of actions people take but the context in which they take them. Eich, in the context of this specific economic transaction, doesn't belong to a marginalized group. These men who are withdrawing their app do. Eich has taken direct action against them and they are responding. In this case, I believe they could be considered to be defending themselves by trying to deprive people who want to do them harm economic opportunity. I'm pretty much okay with that.
So, yeah, I guess you could say they are bigots. But that train of thought doesn't seem to me to place this situation in any useful context other than "all social justice causes are bad". Am I missing something?
They are doing this because he directly funded initiatives that withhold equal rights from them and treat them as less than human. You can hold views, even as CEOs, I don't agree with. Hell, you could donate to the anti-funds of almost anything I believe, as long as it is an equal battlefield. But civil rights aren't about ideology, they are literally whether or not you recognize other humans as being humans and deserving the same rights as you.
I guess if you want to define the word that way, sure. In which case, I'm proud to be bigoted against racists. But I think words are more useful when they don't include 99% of the population.
Thankfully, your kind is a very tiny percentage of the population.
Also, I think it's awesome I get to qualify as a warrior by sitting in a cafe and pointing out basic legal facts to people. Pew pew! I'm a warrior! 'Scuse me while I go beat my chest and shop for bandoliers.
They also aren't shunning him for his views. They're shunning him for his actions. He tried to hurt them; it is not unreasonable of them to refuse to support him or the organization he runs.