Boycott boards did not hand you a profit-and-loss statement this morning. They handed you a card. Microsoft is the parent on that card. The published file still scores Microsoft 100, extremely woke. The game people are arguing about is not its own row, and it does not get to borrow the parent's number.
The first-screen Gears of War post is from @YorchTorchGames, dated Oct 6. Radar counted 567 replies, 219 reposts, 4,892 likes, and 142.9K views. The post tells you to imagine burning over $200 million on a launch bomb, then lands on get woke go broke. The 142.9K views are a real capture number. The "over $200 million" line is the poster's. It is not a verified loss, and this piece will not write it as one.
The parent is scored. The game is not.
That split is the cart test. Microsoft's published summary scores 100 on all six BWF dimensions: sustainability reports, a Global D&I division, Pride campaigns, a perfect CEI score, more than $25 million in political spending, and a CEO Action signatory. Those are the signals on the published file. They are not a fresh October audit of an org chart, and they are not a receipt for a game launch.
A broad corporate DEI retreat ran through 2024, 2025, and 2026. This reaction does not pretend today's X card settled Microsoft's current paperwork. The number you can print from the database is still 100. A viral bomb adjective does not move it. A dollar figure you cannot verify does not become a loss because the likes cleared 4,892.
If you are shopping Non-Woke Technology Brands, start with the parent score, not the launch meme. The same file places Microsoft in Non-Woke SaaS Brands. The game being quote-tweeted does not have a slug.
Starbucks has the other printable 100. It does not have the likes.
The other household name on today's screen with a published 100 is Starbucks. The card swapped. Do not carry yesterday's item, and do not carry a 29-like receipt. Today's card is @6abc, Oct 2: 52 replies, 19 reposts, 79 likes, 58.5K views. The text is one sentence. Philadelphia City Council passed a resolution calling for a Starbucks boycott. That is the whole card.
Read it that narrowly. The card does not say union. It does not say Philadelphia was the first U.S. city to do this. A separate makeup-and-lattes post, 62.5K views and 2,850 likes, does not name Starbucks. Do not merge them. The 79 on this card is likes. It is not a score.
The published Starbucks file is why the score is 100, extremely woke, and safe to print. It records perfect HRC scores across 12 years, extensive LGBTQ+ advocacy, DEI hiring quotas, and left-leaning political contributions. That is the file, not a claim that a resolution rewrote the year. The Gears card pulled 4,892 likes on 142.9K views. Starbucks pulled 79 likes on 58.5K views. Views without likes are not a mandate. Likes without a verified loss are not a loss.
If you want the coffee lane instead of the meme, start at Non-Woke Coffee Brands. Starbucks also sits in Non-Woke Food and Beverage Brands. The resolution is a political document. The score is a shopping document.
The view king still names no brand.
The hottest on-mission view count today is not Microsoft and it is not Starbucks. It is a Canada boycott post from @HedyFry, Oct 4: 2,445 replies, 242 reposts, 1,321 likes, 555.1K views. The post claims 71 percent of Canadians have boycotted U.S. products and travel for more than six months. The 555.1K views are real. The 71 percent is the post's claim. It is not a verified stat. No brand is named.
A country-level claim can lead the board and still leave the cart empty. If the question is which U.S. brand on this screen earned a score you can print, skip the 555.1K post. Print Microsoft at 100. Print Starbucks at 100. Do not upgrade the 71 percent because the view count is large.
One smaller card is still a published score.
Sony is published at 80, extremely woke. Today's card is a Miles Morales post from @MasteroftheTDS: 44 replies, 118 reposts, 795 likes, 14.4K views. The post says Sony reports 6.5 million against a claimed 65 million. That sentence belongs to the post. It is not our receipt, and 14.4K views is too small to lead.
The published Sony file records sustainability reports, DEI programs, Pride sponsorships including Tokyo Pride and San Diego Pride, perfect HRC CEI scores, and entertainment PAC giving. No confirmed CEO Action signatory, which is why the file stops at 80. Sony is mapped to Non-Woke Electronics Brands. Use the 80. Do not treat the post's unit-sales line as our count.
Walt Disney is also published, at 80. Today's only mention is an aside naming Disney and Netflix together: 9 replies, 4 reposts, 108 likes, 5,218 views. Too thin to lead. Netflix sits in content review, and that review-file number does not get shopped here. The lane, if you want it, is Non-Woke Entertainment Brands.
Heat that does not get a score here.
Nickelodeon pulled 1,325 reposts, 3,246 likes, and 128.6K views on a parent-guides post. Nickelodeon is not in the file. Do not borrow a parent score and pin it on the kids' network. United pulled 5,378 likes and 1,337 reposts on 70.7K views. The card says boycott immediately and names New Jersey. It does not say what happened. No meltdown, strike, or policy gets invented here, and the unpublished score does not appear in this piece.
A BBC Jaguar unveil card drew 97.5K views and 117 likes. That looking-without-liking ratio is the story available today. It is not a score announcement, and no review-status number goes in the sentence. Austin's dollar list led likes at 12.1K, with 321.4K views, and it is a city, not a brand. A fourth figure is cut off. Leave it. A Gaza film post at 213.4K views is not a product. An unnamed movie at 41.8K and an unnamed brewery at 19.9K stay unnamed.
What you can say out loud.
You can say a Gears of War post hit 142.9K views and 4,892 likes, and that the poster alleged a burn north of $200 million. You cannot say Microsoft confirmed that loss. You can say Philadelphia's city council backed a Starbucks boycott that drew 58.5K views and 79 likes. You cannot say union, and you cannot say first U.S. city. You can say a Canada post hit 555.1K views. You cannot say 71 percent is settled.
Print three published scores from brands that touched today's screen: Microsoft 100, Starbucks 100, Sony 80. Walt Disney's 80 is on file and almost absent from the heat. Everything else is unnamed, missing, a draft, or a review file. Shop the score that is published. Do not shop the adjective. None of this morning's cards rewrites the file.