When a business is religious/conservative and pretty vocal about it, or prejudiced against people based on race/religion/orientation, that's acceptable as it's their business. But when a franchise like Star Wars wants to create a gay character or have a progressive theme, they shouldn't be allowed to do that as it would be "pushing their agenda?"
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Political Correctness isn't good nowadays, nothing that restricts your thinking and word choice is. John Cleese did have some very wise words regarding the topic. I suggest you look it up. Businesses can and should be able to do what they want. It's your job as the consumer to vote with your wallet.