The thing about MLK, is that he existed as a backdrop to more violent alternatives. He is celebrated for being the better of those options, but when companies are not willing to negotiate with the nicer option, eventually they will make the violent one inevitable.
Additionally, I think the thing people get wrong about the "Luigi as martyr figure" is that UHC is itself a violent organization responsible for many deaths. When you project that you are only able to listen to "profits" and people don't have any way to provide feedback via "profits" to you, then they're going to look for other kinds of speech. And unfortunately, this kind of speech was made clear to work (see insurance companies sitting up and fixing a couple of the policies they had in the pipeline as a result of this action, and people's response to the UHC CEO being not negative).
I don't like this direction we're headed in, but I'd be lying if I said I saw other ways to make headway here. Especially given the current administration's interest in regulation.