It's really much less ambiguous once you know the background. Besides that, there were people besides you who ran around and suggested not to buy grapics cards/chipsets from ATI/Nvidia/Intel/etc. Most companies had less than stellar behaviour in their past, but I know of no example where trying to shame a company into doing something beneficial to free software worked.
It's either polite requests and workign behind the scenes, together with praising their competitors,
I think the best approach is often to use both in parallel.