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).
Concentration camps are evil, and so is using prisoners as living organ banks. Furthermore, China is run by competent people and has a large economy growing faster than the West. They are a bigger threat than Nazi Germany or the USSR were. China has a serious chance of dominating the world over a 20-30 year timescale.
I don't want that to happen. If McCarthyism is what it takes to stop it, so be it; I would prefer that over having my organs removed while I am still conscious.