Companies with strong brand names, huge government contracts, and significant market share still have more to lose than gain by exposing themselves to retaliation. The calculation is quite different for mid-market and small firms, which are more under the radar and have a bipartisan consumer base. This is where we should expect to see companies start to hedge their political bets, and mount opposition to perceived government overreach. These firms are also less reputationally exposed, as they haven’t already faced much media attention regarding visits to the White House and political funding.