Companies' Responses to Gay Marriage Ruling

The Supreme Court's ruling in favor of same-sex marriage has inspired many companies to show their support. With popular opinion on their side, 379 companies had encouraged the Supreme Court to eliminate bans across the country. Huffington Post shows a remarkable alphabetical list. 

Now that the decision is made, companies have recolored their logos and written messages to show their support. Ben & Jerry's changed the name of its Chocolate Chip Cookie Dough ice cream to "I Dough, I Dough," with an image of two identical cows holding hands. 

It's interesting to see which companies are vocal. Apple, Google, American Apparel don't surprise me, but Maytag? 

 Discussion Starters: 

• How do companies decide whether and how to show their support? What are the risks either way? 
• Does whether a company shows its support influence whether you would buy its products or services?