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.