Correct. This was a pointless move. Even if Facebook felt a fraction of pressure from Patagonia, they won't budge because the company will just return in August with ad-buys.
The better move was to stop ad purchases _permanently_.
The better move was to stop ad purchases _permanently_.
The important part is the "pending meaningful action" - end of July is the minimum timing, which can extend if no meaningful action is taken.
The pressure on Facebook is not about the media spend of Patagonia, is being called out by them and taking a stand.