Kraft is an evil billionaire Zionist. We don't expect anything less from him, though every story about this mentions his name. He used his leverage to bully Macklemore for his moral stance. Sheeran also has power/leverage and could have called Kraft's bluff by standing in solidarity with Macklemore and the people of Palestine (like every other act has now done). Instead he punked out and both-sidesed a genocide.