It is when each time we hear a celebrity or business make a political statement we don't like we choose not to watch or buy their products (because those actions are usually accompanied by negative comments). I kid my friends that soon they will not like anything.
I don't want to hear about the political views of celebrities, but I am not going to quit buying their music, watching their TV/movies, etc. Often people who don't want to hear about the political views of celebrities like it if they take their side.
We all patronize businesses or others who probably disagree with our politics but we don't know it because they don't express their views. So, we won't buy from McDonalds but we use Burger King who might have much more offensive views but doesn't make them public.
I just think there are too many things we dislike/hate today and that just seems to increase the division and adds more things to dislike in our lives. It also could economically hurt a small coffee shop that everybody likes and has become friends with the owner but just found out he is a Muslim, Jew, Mormon, Democrat or Republican or some other group we don't like.
I also found it very hypocritical when people thought Kapernick was not a loyal American because he took a knee but supported Roy Moore for the Alabama Senate after he twice refused to follow his oath to the Constitution and was removed from office.