I see your point, though it wasn't as clear from your first post.
To be fair, publishers being consolidated is much smaller problem for bookstores than Amazon is. While publisher consolidation is real (Penguin Random House is quite a beast!), it is not total; many publishers exist that have not been absorbed by the major publishers. And there are multiple major publishers a tier below the aforementioned PRH. Whereas when it comes to sales, the main competitor for _all_ bookstores is pretty definitively Amazon. So there is some merit to what Bookshop is doing, and it's not quite as hypocritical as you seem to make it out to be.
To be fair, publishers being consolidated is much smaller problem for bookstores than Amazon is. While publisher consolidation is real (Penguin Random House is quite a beast!), it is not total; many publishers exist that have not been absorbed by the major publishers. And there are multiple major publishers a tier below the aforementioned PRH. Whereas when it comes to sales, the main competitor for _all_ bookstores is pretty definitively Amazon. So there is some merit to what Bookshop is doing, and it's not quite as hypocritical as you seem to make it out to be.