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?