Tractor Supply recently did something remarkable that you may have missed: They pulled out of supporting pride parades and refocused their giving to veterans causes and agriculture education. They also dropped out of divisive DEI ideologies which advocate for employees on the base of race and gender and sexual orientation.

Tractor Supply also dropped anti-oil and gas carbon limitation goals.

I have never seen such a striking reversal.

Leftwing activists warned about backlash, but the day of the announcement the stock price went up.

ESG, environmental, social and governance investing has always depended on the myth that its victory is inevitable. But Tractor Supply’s decision to do the right thing shatters that myth. They can lose—and if they can lose Tractor Supply, what other companies with conservative customers and liberal corporate governance can also be turned back to sanity.