Then the action they took wasn't a big enough deal. Eventually people will stop when the lotto goes too far.
I wonder what "too far" would be though. I think as long as they did it in slow easily digestible pieces, they could go very far. There just has to be a scapegoat so people can tell themselves it's not messed up. I mean we are all in agreement that the billboard was bad but I'm sure plenty of people would just laugh at it. Then there's the fact that if others started boycotting people are more inclined to say well my odds of winning are higher now. They shouldn't...but they will.