I can't speak for everyone else, but I wrote about this exact thing recently (Rainbow Washing & False support of Pride by Corporations/Politicians for financial gain etc)

I absolutely scrutinise all the other forms of corporate ass-holery too. The only difference, that I feel anyhow, is it's considerably easier to point out the stark contrast between certain corporate actions during pride month, and their actions outside of pride month. It's a unique situation where we haven't been experiencing this for so long that it's simply business as usual.

For me, it's not a question of hating pride and using this as a means to push through hateful rhetoric – It's definitely just a case of tackling one thing at a time. Though I absolutely will concede that you're more than likely correct in your assumption that social conservatives will attempt to hinder the pride movement by wrapping up their bullshit rhetoric and policy in social justice.