A handful of advocates, armed with nothing more than their keyboards, have put many of the country’s largest retailers, including Apple, Microsoft, Netflix and Wal-Mart, on the spot over their indirect and, until recently, unnoticed roles in funneling money to Christian groups that are vocal in opposing homosexuality.

The advocates are demanding that the retailers end their association with an Internet marketer that gets a commission from the retailers for each online customer it gives them. It is a routine arrangement on hundreds of e-commerce sites, but with a twist here: a share of the commission that retailers pay is donated to a Christian charity of the buyer’s choice, from a list that includes prominent conservative evangelical groups like the Family Research Council and Focus on the Family.
...

On one side are angry gay-rights advocates and bloggers, wielding the club of the gay community’s purchasing power.

On the other side are conservative Christian groups that say they are being attacked for their legitimate biblical views of sex and marriage, as well as a Web marketing firm that feels trampled for providing consumers with free choice.

Caught in the middle are companies, including such giants as Macy’s, Expedia and Delta Air Lines, which have the dual aims of avoiding politics but not offending any consumers. In this case, they have been pressured to make a choice that may involve little money either way but that could offend large blocs of consumers.

“This is economic terrorism,” said Mike Huckabee, the former pastor, governor and presidential contender, who is a paid CGBG consultant. “To try to destroy a business because you don’t like some of the customers is, to me, unbelievably un-American,” he said in an interview.