the rapid disintegration of rainbow capitalism pretty much encapsulates the problem with rainbow capitalism in the first place: it is and always was performative fair-weather allyship that evaporated in the face of any real political pressure

Problem? It was never a problem, unless you had unrealistic expectations for what it meant. It was a symptom, and a good one. — Be strategic and think about this deeper for a minute.

It was absolutely performative fair-weather allyship. But it was a bellwether that the pink dollar was worth taking over any hypothetical backlash a business might face for supporting the queers. For some, and at some times in the past, it was a reassurance that they would do business with you even if they knew you were gay, and that was a huge issue if you eg. wanted to buy a house or a car. And it helped make queerness both more visible and more normalised in society, instead of trying to sweep teh gays back into the closet.

You’re not going to get rid of cynical cash grabs so long as capitalism is around, so you might as well be clear-eyed about it and recognise that while rainbow merch is totally unreliable for actual support, it was a sign that the smart money was betting in your favour.

You can always trust a business to find a sort of middle space that's vaguely agreeable to most of its customers and sit there avoiding all controversy in the absolute most craven and soulless way possible.

This means that a business is in fact a very good indicator of what's vaguely agreeable to most of its customers and what counts as controversy.

Don't think of them as allies. They aren't people. They can't be. Think of them as a barometer. If the barometer is up, you've probably got sunny skies. When the barometer starts dropping, prepare for heavy weather moving in.