First we're all like "Thou is too casual, gotta use the plural second person instead." Then oh no, turns out number in pronouns is actually useful sometimes, but thou sounds old fashioned now, so we just gotta re-pluralize the second person. And then you get y'all.
I like y'all, but I almost wish we could just bring thou back.
I truly don't understand how Visa/MasterCard/etc can be pressured. They are basically infrastructure.
What's someone going to do, stop using credit cards if they don't stop a store that person even patronize from selling morally hazardous goods?
I don't get how these campaigns are even effective.