It depends on how cynical you want to be. Corporations will pull sponsorship from events or people that fail to exhibit traits with which they want to be associated. Drop the shoe deal with the sports star who is exposed as a racist or whatever. Of course, does the company really care about race relations, or do they just want to avoid bad press from a populace who does?
I saw commercials recently that CVS Pharmacy stopped selling cigarettes. I don't think anybody was boycotting them over that, or there was any real notice of their tobacco sales at all. And they must have been making non-zero dollars. But perhaps the decline in smoking and hassle of keeping up with laws made the shelf space more valuable for something else.
There are definitely principled companies that are privately held. Pretty sure Ben and Jerry drink their own koolaid.
You're right, though, it's rare. Zuck's billions are not enough. Gotta make more more more even if it means contributing to the oppression of people living under a censorship regime.