I'm not perfect. I make mistakes. If I were a founder and I made a mistake running my company, I would want my investors to tell me. I would want them to tell me privately, so I could do something about it without creating a huge public scandal. And I would listen to what they said -- I might, after careful consideration, disagree, but I would absolutely listen and take it to heart.
Now, suppose I were not the founder, but some other member of management in a company, and the company was making a mistake. I would want the investors and board members to talk to the CEO (and other people, perhaps even me, depending on my role). I would want the CEO to listen (just as I would). But if the CEO were NOT listening, if the CEO were part of the problem... well, then I would want the investors and board members to use other channels (even public letters if that's what it took) to rescue the company before it was destroyed.
Errr, they literally describe this as the case?
(IE they tried all of the channels you suggest first)
Yes, that's why mcherm is saying that he agrees with the open letter having been written and published.
Right now, they're probably walking a fine line between doing the right thing and maintaining some sort of ROI. I didn't know about the Kapors until today, but considering Mitch's background as an EFF cofounder, the companies Kapor Capital has invested in, and their two other articles on Medium posted a year ago, their actions show they care about more than just profits.
If all the Kapors' effort happens to be for "burnishing SJW credentials" then so be it, at least they're making a difference in the real world.
Do you agree at least in theory that there is some amount of time of attempting to influence a company in private without success after which it is appropriate to go public? If not why not, and if so why are you so certain that that time requirement has not been met yet in this case?