Everyone including businesses have a responsibility to leave the world in a better place than they found it, even if they ignore that responsibility. If a business decides to kowtow to bigots, they should be called out on it.
To be clear, I'm not quite saying that MLP is doing the latter. They've done some things, I just think they could have done more, especially with the show's message of love and tolerance. Even just having Lyra and Bon-Bon be like...around and more obvious would have helped (I haven't seen past halfway through season 8, but I don't remember seeing them for a while).
And I agree with Dynamicwork that it's likely to produce a positive result for them business-wise, in any case. Despite the fact that these are dark times for us in many ways, I still believe that there are more good people out there than bad, especially among the age groups that watch this show.