I think this is where a lot of people would disagree. Once companies give in to demands of censorship or anything that goes against our Western values, you're basically letting China know that they can get away with it. And to me, that's directly enabling their behaviour.
On the other side, if you don't give in to their demands, you're essentially missing out on a huge market, so most companies pick money over morals.
There's a difference between changing products to be popular in China, and censoring words to be allowed to operate in China. Sadly for a lot of companies, one cannot go without the other.