Welcome to Breakpoint, a daily look and an ever-changing culture through the lens of

Unchanging Truth, the Colson Center, I'm John Stone Street.

Each year, the four-week season of corporate and political virtue signaling known as Pride

Month becomes even more aggressive and more in your face.

Those who promote it become more insistent that everyone participates.

And for quite a few years now, it has seemed as if there's no limit to just how saturated

our media programming, our shopping shelves and corporate messaging can become with pride

imagery each and every June.

However, this year, Pride has come before a fall of sorts, at least in stocks.

We've all heard of beer brand Bud Light's Blunder several months ago when they chose

to feature a transgender celebrity on commemorative cans.

Since then, their parent company, Anheuser Bush, has lost over $15 billion in market value,

leading one former president of sales and distribution to warn that the brand may soon

be replaced in stores.

Also, Target's market cap is now down over $13 billion, after the company prominently

stocked Pride merchandise that was designed by a self-proclaimed satanist.

Apparently, even after years of accepting Target's Pride displays and restroom policies,

customers have now decided this was a bridge too far.

All of this has led to a standoff of sorts between activist groups and customers.

LGBT groups like GLAD and GLSEN have demanded that Target and Anheuser Bush double down,

quote, reaffirming their commitment to the LGBTQ plus community, no matter how much it cost.

The human rights campaign warned, quote, when it comes to advancing diversity, equity,

...