The news keeps saying it's a boycott. It isn't. A boycott ends when the company concedes. Bud light is now known as a way to say you are gay , much like wearing a rainbow pin or bracelet.. only 3.5% of the population is bi/gay, that is not a lot of people, so 96.5% of the people will no longer buy your product less they be identified as something they are not. They are eternally fucked.