They're fighting so you don't have to. You commit an inherent fallacy in your thinking, in that the only reason this is small is because people have proactively stood up and defended all of these companies and entities for them, so they didn't have to do it themselves. People like Kirsche are what enables the companies you consider 'non-political' to continue being so, because without them, the broken culture of ignoring controversy and allowing lies to be spread without response would cause even more damage than it already has.