Correct. This was a pointless move. Even if Facebook felt a fraction of pressure...

libertine · on June 22, 2020

> effective immediately, through at least the end of July, pending meaningful action from the social media giant.

The important part is the "pending meaningful action" - end of July is the minimum timing, which can extend if no meaningful action is taken.

The pressure on Facebook is not about the media spend of Patagonia, is being called out by them and taking a stand.