If you want an actual answer: the answer is because it’s still a pretty controversial topic in the US. If you leave the echo chamber here, you’ll find the vast majority of people, even those who support the trans movement, are pretty universally against trans women competing in sports. The fact the movemen tried to force it down everyone’s throat and shame anyone who disagreed moved a lot of people from neutral to negative.
When I was growing up, there was no girls wrestling, but “boys” sports in high school aren’t “boys” they’re “open”. We had girls on the wrestling team, girls on the football team. Now as they got older and the boys got bigger and stronger, something like football is a generally a non-starter.
All of that is to say: corporations aren’t going to die on this hill when there isn’t a clear majority of Americans supporting it.
I guess it’s a good thing the question wasn’t: what was the first thing Trump went after.
The question was: why aren’t corporations pushing back. If you read what I said, instead of apparently assuming I don’t understand the order of events of Trumps idiocy, you’d see that I’m telling you that SPORTS has driven folks who would normally be neutral or supporting of transgender rights in the opposite direction. You can say that’s stupid, you can say you don’t like it, but that’s reality. And the INSISTENCE on the trans community of pushing the sports thing gave Trump and company an in to make it the central focus of the discussion.
Why on earth would ANY business get in the middle of that when, again, the majority of Americans do not support it? A topic like this leaves no room for nuance, either a company supports transgender rights and everything that goes with it (like the hotbutton sports topic) or they don’t. It is safer for their sales to not.