But if you doubt this is a big moment look what’s happening in Georgia – where Delta’s decision to spurn the NRA has triggered disproportionate fury from state Republicans.
They are threatening now to torpedo legislation that was on the brink of being passed which would give airlines at Atlanta’s Hartsfield Jackson Airport tax breaks on aviation fuel.
It’s tricky for Delta.
The tax break would save them tens of millions of dollars a year.
But it may not be smart of its GOP critics either.
While Delta is not about to take up a cheeky invitation made this week by New York to move its base from Atlanta to John F Kennedy Airport – their threatening the airline won’t sit well with the 33,000 Delta employees who live in the state.
Delta appears not be to be buckling.
Meanwhile backers of the so-called #BoycottNRA movement are applying pressure to other big corporations to join in – especially in the tech field including Apple – Google and Amazon.
Amazon is being asked to explain why it gives the NRA space on its TV streaming service to showcase its own gun-toting content.