I can see how that irritates you but we live in a world where virtue signalling exists, people and companies jump on a bandwagon because they feel they must do so, they probably support the rights of the cause anyway but not to fly a rainbow flag for example might incur the wrath of rabid...
Dont see why businesses should pay 5% of their profits over pride to fund the event, who are you to decide which business makes extra profits, and how would you evaluate a business for your "tax" when costs of running the business are spread out throughout the year and profits and loss fluctuate...