"through at least the end of July"

at least

As in, they're starting here, and they'll continue if they don't see action.

Patagonia is privately held and they seem like an organization that would follow principals over profits, in general.

This is a clearer message to Facebook than an outright loss. Facebook now has to say "We lost this month, are we willing to lose next month? And the month after?" as opposed to "Well, we lost the revenue, no use crying over spilled milk".