I don't see how they would be damned if they expose it - in fact, it's an opportunity to re-establish their cultural position as a LGBT corporate leader by calling out a customer who is leveraging an important movement to gain personal publicity, and to make a statement about the importance of their commitment to LGBT causes which should not be treated in such a trivial, childish way.

While we still don't have all of the facts, I am taking the position that I smell a rat, and if it's rat we have, then the world should see it.