Business Week has a good article on people who boycott various products because of political reasons.
My take: Companies often trigger such actions by appearing to cross the street to get into a fight. That extra action, such as the decision by Borders bookstores to drop a magazine issue that carried the Danish cartoons, is seen as an unnecessary affront.
[I recall the story of the French politician from Alsace-Lorraine who, when his home town went under German control, was drafted into the German Army. Later, the man's political opponents stated that they could excuse the military service because it was coerced, but they could not forgive the fact that he was promoted to sergeant. That, they noted, indicated a certain enthusiasm.]
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