I have kneejerk reactions sometimes to actions like this, thinking "oh they're just doing this for the PR", but I've recently start to consider what would it take for me not to have this reaction -- and I realized that I would likely have that just-for-pr reaction to any action they took, and I'm likely entirely too cynical.

Closing 8,000+ stores for an afternoon feels like a sizable response, and I am going to suspend my cynicism for this and recognize that they do give a damn (even if it is influenced by PR).