How are people just now figuring out Ben and Jerry's is insanely progressive?

So yesterday or the day before Ben and Jerry's instagram made a post about it being national abortion provider's day. Nothing too out of line for them since their company still tries to hold very progressive values. They post about racial justice, and literally other posts about abortion and other topics. But for whatever reason, this post the other day got much more negativity than usual. Way more comments saying to boycott them, they support murder, all the pro life talking points.

But how are people just now discovering this? I mean the company had/has been based here in one of the most progressive states, Ben and Jerry were discussing buying back the company because of the political issues with their parent company. FOREVER they have been progressive, so why has this backlash popped up more than usual?