All social justice is like this. It breaks down under the merest of scrutinty.
Being a fancy CEO, though? That's not a civil right. Especially not if attempting to deprive gay people of their civil rights makes it hard to perform an important function of that fancy CEO job: the recruitment and retention of staff.
Bigotry is not just a description of actions people take but the context in which they take them. Eich, in the context of this specific economic transaction, doesn't belong to a marginalized group. These men who are withdrawing their app do. Eich has taken direct action against them and they are responding. In this case, I believe they could be considered to be defending themselves by trying to deprive people who want to do them harm economic opportunity. I'm pretty much okay with that.
So, yeah, I guess you could say they are bigots. But that train of thought doesn't seem to me to place this situation in any useful context other than "all social justice causes are bad". Am I missing something?
They are doing this because he directly funded initiatives that withhold equal rights from them and treat them as less than human. You can hold views, even as CEOs, I don't agree with. Hell, you could donate to the anti-funds of almost anything I believe, as long as it is an equal battlefield. But civil rights aren't about ideology, they are literally whether or not you recognize other humans as being humans and deserving the same rights as you.