I need the baby gays to understand that rainbow capitalism is progress.
You know where I had to go when I wanted pride gear? The answer wasn't Target. It was a tiny, dark, tucked-away little shop run by one dude and his partner deep in the heart of the gaybourhood (and that was an improvement because I lived in a place that had a gaybourhood). It was completely inaccessible, invisible to anyone who didn't already know about it, and the back half was entirely porn hidden by a black curtain. This was the early 2000s, btw, not the dark ages.
The first year Target put out a Pride collection it was available only in a handful of stores in a select few, highly liberal cities across the country. I made a special trip out to get rainbow swim trunks because every other company was still more afraid of Focus on the Family and the Moral Majority than they were the purchasing power of The Gays.
Does rainbow capitalism mean any of these companies give one single fuck about us or our community? Of fucking course not. They're massive corporations, they don't give a fuck about anyone. You don't support rainbow capitalism because you think corporations care about anything other than profit. You support it because it means the bigots are losing. It means that queerphobes have less social power than queers and allies. It means that companies are no longer afraid of being boycotted by bigots. It means that Pride is so normal and unremarkable that even fucking Disney isn't afraid to acknowledge it.
Rainbow capitalism isn't important because corporations give a fuck. Anyone trying to argue whether or not they do is (a) an idiot and (b) missing the damned point. Rainbow capitalism is important because it's symbolic. It's an indication of wider societal norms and support. Ignore it if you want, buy local, support an independent seller, but understand that it's not about corporations giving a fuck. It's about not letting bigots once again terrorise everyone into keeping quiet.