I agree. If we want our pressure campaigns to be successful, we need to reward companies that respond to them.

But the question is do you want to actually reward behavior that is just less bad than before? Or should that reward just be in the form of less punishment? I agree the consequences should get better in relative terms, but I don't think bad behavior should be rewarded with a positive response, even if the behavior is less bad than before.

It's like, if someone steals a million dollars and then steals a thousand dollars, you don't reward them for making progress.

What kind of pressure campaign are we talking about here? And what kind of reward? Are we now buying Microsoft products because Microsoft's cloud storage is no longer allowed to be used in genocide, only Office and email? That's absurd. What this is about is public opinion, and that takes years and decades to change. And that's a good thing. If you change your tune after every Microsoft PR release, it's not you who's holding the carrot and the stick, it's Microsoft.