Advertisers have continued to flock from Tucker Carlson’s Fox News show after the polemic host made a series of remarks about Central American migrants attempting to enter the U.S. border, asserting that “unregulated” influxes of immigrants make the country “poorer, and dirtier, and more divided.” Over a dozen companies including IHOP, Ancestry.com, Land Rover, and Pacific Life announced that they’ll cease or suspend advertising for Carlson’s prime-time show, continuing a pattern of corporate outrage toward Fox News shows.

This dance is contrived and boring at this point, but it’s the advertisers who have the most to lose in this charade.