They have a problem with their employer, and are being heard in the court of public opinion. Why is that "a bummer"?
I don't have a particular opinion on whether or not what they are doing is an effective way to accomplish their aims. But workers speaking out for any reason, ranging from unethical wage suppression to insufficient toilet breaks to disagreement with company policy, should always be cause for rejoicing.
Employers in the US hold a wildly disparate amount of power (with health insurance being tied to employment, and no social safety net) – so employees that speak out tend to help tilt that balance a very tiny bit back to the side of the employee.
In this case, there's no way the executives can sanely take the requested action. It'd be terribly damaging to their business. (I may be wrong about this, but it's what I would think if I were an executive).
So now if I'm an executive, I have to roll my eyes at the protesting employees. They lose credibility. I'll know that next time I do something they ask for, they'll just ask me for something I can't do.
That's what bums be out.
The court of public opinion doesn't have a good track record, for one. It's decisions are often based on fashion more than any kind of ethical principles.
A classic exploration of this phenomenon is contained in the novel The Bonfire of the Vanities by Tom Wolfe.
Does the regular outcome of popular votes in favour of shafting minorities, restricting human rights etc. rather than general fairness and dignity for all persons regardless of background count?
The most common cases involve people who did something bad, but where the punishment meted out was totally disproportional to the crime itself.
Justine Sacco is the classic case, who made a bad joke and had her life turned upside down.
Then you have the cases where people are so full of emotion that they get basic facts wrong.
James Damore is a good example of this, who many media outlets falsely claimed had written in his infamous memo that women were inferior to men in terms of software engineering ability.
Just go on twitter or facebook and take a look at how issues are being discussed. Even here on hacker news it's sometimes difficult to have sense making discussions because people are in such a rush to judgement.
It’s called a dog whistle. Damore knew exactly what he was saying, who it would appeal to, and how to attempt to cover himself when the whole thing blew up in his face.
Go back and read the comment threads here when the story broke. The population of sexist software engineers extends far beyond Google and isn’t a secret to anyone.
Does this sound like a truthful and faithful assessment to you?