Nike's nearly bankrupt after hiring Kaepernick, right? And nobody buys Patagonia jackets or Ben & Jerry's ice cream anymore, right? Come on
There's no evidence that it's bad business to take a stance on these issues in this time, especially with a customer base like Puffco's. Just be honest with yourself and admit that you dislike it because you disagree with it - because that's perfectly fine and understandable! But stop pretending like it'll hurt them financially. It won't!
And if you see it as Roger feeling the need to polarize people, I suspect that's merely a projection of your reaction. You see it as polarizing because you're personally repelled by it. But Roger simply sees it as projecting his morals onto his company, which he has every right to do, since: 1) it's his company, 2) he sees it as a timely and urgent moral imperative, and frankly 3) most people agree with him.
I just think it's weird that all these people come out of the woodwork to say "ok I won't!!!" and feel as if they're making some kind of point. The point was made when Roger emphatically stated that if you don't believe those things, he doesn't want your money. You're not making any kind of point by saying "ok, I won't give you my money," because that's specifically, exactly what he told you to do. If you really wanted to stick it to him, you'd buy it anyway