Free speech is not a shield against consequences, but consequences should be proportionate to the offense. An apology for amplifying antisemitism must be followed by consistent rules and enforcement, not just a televised confession. Likewise, advertisers should be honest that they are acting to protect their brands, not pretending to be constitutional guardians. Somewhere between boycotts and bravado there is room for a sober, legal framework that does not depend on whoever shouts loudest.