You're right, but there may be more to the story in some cases.

Consider this: they don't believe that the left will buy their stuff, but by virtual signaling they will avoid the online mob response that has happened every single time a company gets "called out" and doesn't immediately bend the knee. Then you see phone and email threats, doxxing, ddos attacks, hacking, internal leaking, pressure campaigns on retail partners and coordinating venues...it is endless, and while some of it is illegal activity, some of it isn't and neither can truly be fought against.

It's hard to say that all companies that virtue signal are truly down with the cause or are simply paying in to the protection racket.