I don't think the average US consumer cares very much, at least not right now, but it's important to note that as a political weapon it's quite a potent one for the GOP, which is increasingly demonstrating the will to attack the US business sector. Any major US company which is using progressive values in its branding in the US but also trying to keep Beijing happy will become culture war fodder for the GOP as the party increasingly lines up behind a hard-line, Cold War-esque approach to China.