I'm not exactly sure how it is "exceedingly silly" to boycott a company that put something as inappropriate as lesbian mothers in a mother's day ad. Personally, I am glad to see that more organizations are now taking a stand against this kind of thing. And, let's not forget that when you shop at these places, these same companies often donate a percentage of their proceeds to support the very organizations that adamantly fight against the very beliefs that we, as LDS, have been counseled by the First Presidency to take a stand for.