I do not think the friends here question their freedom of speech. They believe in the power of their shopping decisions. I do not. Actually, their sells went up immediately after the boycott, and have stayed up, and the chain is expanding.
I believe politics is played in the political arena, not in the shopping cart. They had to change their politics because of social and political backlash against their homophobic stands, we did not need that boycott, although I am sure the controversy around it helped the cause.