It is. And its still something I find strange. In general I don't think companies should be obligated to engage in social issues. And when they chose to do so, should they not be allowed to do so as they wish? And of course, if we don't like how a company choses to do that, then we as individuals get to decide how we interact with them.
But just as I believe that I have no right to insist on how another human choses to interact on a social issue (as long as they are not doing so illegally and/or immorally), I don't see an individual's right to demand such of a corporation.