I couldn't agree with you more that their intentions should be applauded, however, the ends do not justify the means. To be taken seriously by big-business, activist groups should make sure that if they are playing the politically-correct card, that they are not guilty of the same sins. Hypocrisy is the easiest way to discredit your own cause. To risk using yet another cliche, if you are not part of the solution, you are part of the problem. Constructive efforts would be a part of the solution; these are not.
They are ways of gaining personal attention, but not positive attention.