I think the most positive aspect of rainbow capitalism is that it serves as a barometer for how far LGBTQ+ acceptance has come. The vast, vast majority of corporations are not going take risks on their product to stand up for a moral cause, they only care about what will make them money. If the greedy fucks running Walmart are not backing down on their pride merch, it's because they see more people buying or ignoring it than people loudly boycotting it (at least partially because a lot of smaller communities don't have a choice but to shop there).

That being said, Walmart is still a shit company and their support of pride will always be reactionary and leech off the hard work done by real activists. Buying from them will do nothing to help the LGBTQ+ community, so be careful where you spend your money.