The CEO isn't the company, they're just the ones at the helm. The CEO's personal opinions don't really impact my decision of whether to patronize their store, provided they keep their personal opinions out of the business. If a CEO aligns with me but their products suck, cool, but I'll avoid the store. If a CEO is opposite to me and their products rock, I'll probably buy from them. If a company abuses its employees or actively tries to interfere w/ democracy (more than their competitors), then I'll avoid their products. I think it's important to send the right message to the right person/group.

I disagree with Brendan Eich, but he seems to keep his personal politics out of his business. I can dislike him while being okay with his business, and I don't think that's an insane thing to do at all.

who you are enriching

At the end of the day, a ton of distasteful people get wealthy regardless of what I do. It's also true that they get a very small percentage of the money a company takes in, it just so happens that a small piece of a very large pie is still a ton of money.

At the end of the day, it's absolutely a personal choice which products and organizations to support. I personally see more value in supporting ideas (e.g. privacy) than tearing things down just because an unsavory character is affiliated with it. In other words, I prefer to avoid throwing the baby out with the bathwater.