Delta has spent a great deal of time siding with leftwing social justice warriors in Georgia. It has opposed a state RFRA. It has opposed protections for faith based adoption agencies. It has opposed gun rights legislation. Time and time again, Delta has sided with social just warriors. It is now siding with them against the NRA, which is putting Delta on the wrong side of the one group it owes a legal obligation to, i.e. its shareholders.
Delta is a publicly traded company and its decision to publicly repudiate business with a popular, legal organization of considerable size has cost it a $40 million tax exemption it would otherwise have no later than today. For all of Delta's high minded rhetoric and claims about avoiding "controversial" groups, the NRA has a membership in excess of 5 million people whose sole crime is defending the second amendment to the constitution of the United States. Its members can and will choose to fly with other airlines when given the opportunity. Its supporters in the Georgia legislature are costing Delta tens of millions of dollars.
I suspect if Delta walks back its position, it will get its $40 million. Yes, it will have to suffer through more bad press and attacks from the left for caving to something it should have never caved to. It will probably need to fire several vice presidents in the process. But I suspect Delta will recognize the bad press in another few news cycles will be worth it for the $40 million in tax exemptions it is going to get. That money is real money Delta is currently paying when it buys fuel for its planes.
If Delta does not walk this back, it is going to be interesting to see how shareholders react knowing their company's management was more worried about offending social justice warriors than the financial wellbeing of the company.