Big businesses have a lot of employees. Even if just a small percentage of those employees contact their representatives and get on the news, it's still a much larger and more focused message then individuals doing it about individual problems. A big business failing becomes a very loud squeaky wheel.
It's the most obvious no brainer thing to do, that a majority agrees on across the board, in a time where they agree on nothing else. Yet, it isn't happening because powerful alcohol, tobacco, and pharmaceutical lobbies are against it.
People can unite and call representatives all they want. Unless you can primary a representative in a local election they won't give a crap, and will gladly please their donors.