Boycotts are not the "free market." They are conducted by ostensibly free people, but they are not the workings of a "free market." Not when producers are made to weather abuse over an everyday business decision like marketing.
A free market is when countless individuals exercise their discretions in myriad ways. A boycott these days means a company has violated some queer social contract. Very occasionally an airline or whatnot will endure some mild general opprobrium, but that's nothing compared to the social outrage boycott.
Markets may operate more fairly or efficiently if more information is available to both parties to transactions. But Media Matters isn't Consumer Reports.
Yes, I did say "ostensibly free people." There is coercion involved, and people's livelihoods directly threatened. You think they will stop there?
The above-all reason to generally disdain boycotts is that they are invariably instigated by collectivists.
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