Also, it is being done during one of the craziest markets and climate ever to occur so it would be difficult to really get good numbers.

Well if it fails, and revenue drops, that would be hard to explain to shareholders right? Especially if the test has to extend for months to be realistic. Now they can at least say it's for a social cause.

Maybe?

Part of the leverage is going public and saying it's about some principle.

For experimental control, executives tend to think simple is better. The more complex, the more room for fudging.