[PeterisP]

Definitely not - rationality is about a realistic view on the world and effective, perhaps even optimal, acts to achieve your goals, but it's completely, absolutely orthogonal to the nature of these goals. The goals, or perhaps "utility function" in formal terminology are essentially arbitrary from the perspective of rationality; it's generally rational to better understanding of your goals is very useful to effectively meet them, but a key principle is that "the utility function is not up for grabs", rationality is about effectiveness in obtaining what you want, but it does not and cannot constrain what is it that you want.

So IMHO games are a really good example - buying and playing games is a rational allocation of time and money if and only if the outcome (or, to be accurate, the sum of outcomes over long term) of playing games is more fulfilling than the alternatives; and it seems quite plausible that the enjoyment gaining from playing games may be very different for two completely rational actors and thus even from a completely rational standpoint they should make different decisions on whether playing games is a waste of time and money or a great use of them.

[mcguire]

Exactly my point: if the current behavior of a company reduces the enjoyment you get from products that you previously bought from that company, you are both justified and rational not to want to use those products, and even to say "I do not want to use these products anymore."

No rational argument can change the original non-rational utility function. And no, there's no "virtue signalling" involved.