"news about it is coming hard and fast"

The difference with this story is its being driven by the media organizations, not by "news" - any actual issue or event.

There is an obvious motivation here, the mainstream media organizations see this as a way to concentrate advertising dollars back to them, and they will paint any major brand that doesn't do so as supporting ISIS/Nazi's.

Google is in a dangerous position here, they probably have the data to prove this is a nonsense narrative, but the media organizations had enough influence to force big brands to stay away. Stuck between protecting their moat, and going to war with the mainstream media.