The simultaneity of the NBA and now Blizzard so publicly siding with Beijing may elevate this out of the realm of commercial issues (subject to boycotts) into a political one.
What would we have them do? Apply pressure to Activision/Blizzard to reverse the company's own internal policy on "keep politics out of the game stuff?" That's a pretty clear violation of freedom of speech, the press, and / or association, to tell a private company who they must endorse.
It's not unprecedented, but the precedents are very tightly bound (and often tied up in a justification based on use of very finite public resources, such as broadcast airwaves).
https://www.learnliberty.org/blog/t-he-constitutional-rights...