It does go both ways, you're just selectively ignoring it. Look at what happened to Bud Light, consumption is down and countless endorsements severed, because the company presented a message and an image that certain people didn't like. The result is the same, if you present an image that people or companies don't want to be associated with, they're allowed to not associate with it.

It's not even a question of being glad to support it until the public notices. Companies were probably glad to get the advertising until THEY noticed it, or until someone pointed out to them just what they were sharing a page with. Most big businesses, especially those going through a third party advertising company, couldn't tell you where their ads will appear. Until it's brought to their attention, they may not even know.

And again, nobody gave half a shit about silencing Jezebel, nobody went out of their way to punish or suppress them, all they did is just not give them money. Not giving someone money isn't the same thing as silencing someone.