Overall this is effectively true, but it is not a law of the universe or anything.
Why can't a collection of people have ideals, want to support and realize those ideals through action, and also find a way to financially support themselves and even profit by pursuing those ideals?
The hypothesis you've put forth is that the group that founded Framework were sitting around thinking about the best way they could invest money to make money, and the best option they could come up with was to make modular laptops. What has their return on investment been thus far, and does it clearly and readily beat all other options they had for investing?
I agree with a live and let live view of purchasing decisions, and I agree that tribalism about companies is weird, but at the end of the day it’s far too reductive to say all companies prioritize profits equally.
However I also find some of the supporters of consumer friendliness unbearable (e.g. Framework or Thinkpad fans).
I get that tribalism is present in many layers of our society and culture (politics, sports, music), but I always found it weirder when people do it for products. The only goal of a company is to maximize their profits, why someone becomes a die hard supporter of them is beyond me.
To summarize, I just wish people would put less emphasis on consumer practices. Buy a product you like and is beneficial for you, but don’t judge others for their choices.