Is "appropriate" the right word here? I suggest that "worth the risk" might be more "appropriate." There are a lot of factors to consider in such a decision in addition to the profit aspect, including doing what the corporation believes is necessary to protect each individual store and its employees from potential threats, stigma, and violence.

Of course, by capitulating to anti-Pride voices, the corporation is letting the terrorists win... and, let's face it, they are terrorists, deliberately using fear (financial and physical) to oppress and erase a marginalized community.

Ultimately, I think you're right that we should all be at least making a concerted effort to support businesses owned and operated by members of the queer and trans community and/or committed allies. Ultimately, minorities and sub cultures usually create places where they feel safe and comfortable, where they can interact with other folks who understand their unique needs. Peace.