I hope the venture fails. It's just racism under another name.
Maybe the blind guy did not want to be patronizingly helped with crossing the road. Maybe he would have asked for help if needed it and could have done without a sighted knight.
If these arguments sound perverse just swap out some other 'issue' and they will start sounding familiar.
Supporting BLM seems like a net positive for companies, there’s no marketing downside. It’s perceived as The Right Thing. I’m sure more companies will follow.