I feel like some of those CEOs must have done so out of fear or even blackmail. I really think some of them dislike Trump as much as many of us, but they were invited to the white house and were told something like "If you don't show support, by words and money, your company won't have a place in America ". I know that some, like Tim Cook, are even part of groups hated by Trump, LGBTQ in this case. I just don't see him and some others doing it out of their own choice.