[dTal]

Companies fire such people pre-emptively, out of fear of such boycotts. This is the only thing giving "cancellation" any teeth - otherwise, how could a mob "get someone fired"? Why would any company bow?

[Udik]

> Companies fire such people pre-emptively, out of fear of such boycotts... Otherwise why would any company bow?

Because firing someone is cheap. It's not "damage control", it's virtue signalling, as costly as it is for others to express their outrage on twitter.