They care when it affects their bottom line, and customers leaving for the competition does that.

I don't know if that's what's happening here, honestly, but you're right that they don't care about being shamed, but building a reputation of being hard to work with and target, especially in a growing market like Linux (still tiny, but growing nonetheless, and becoming significantly more important in the areas where non-gaming GPU use is concerned) can start to erode sales and B2B relationships, and the latter particularly if you make the programmers and PMs hate using your products.