War is one of the most sober, heavy subjects possible. As an individual, anyone can say "I support Ukraine," because every individual is a complex person who has a right to comment on life-and-death situations.

But businesses aren't the same. Businesses have relatively limited purviews, like video games or fast food, and their nature leads to them being somewhat one-dimensional entities. Often their stances are washed down, calculated PR moves, or they are just the owner using the company as a disproportionately loud mouthpiece, both of which are inappropriate when talking about life-and-death issues. Because of this, all businesses, (even ones with genuine intentions guided by well-meaning, intelligent people) should meet a higher standard before commenting. And, for me, to meet that higher standard they should be making financial sacrifices in order to support the issue.

At the end of the day, this is just a discussion about what's appropriate and what is disrespectful or inappropriate. They're allowed to do whatever they want, and it's certainly better that they support Ukraine than the alternative.