I think Poor Ford! They're just trying to stay out of the argument and amass filthy lucre in an amoral fashion, but wherever they turn, they can't win.
I think the AFA have their heads up their backsides to a great extent, as it would appear they do not realise that they are not asking Ford to "sit out" of the "Cultural War" (where did that phrase pop up from? New one on me) but to actively take sides - what possible financial motivation would a large public limited company have to pull advertising from papers supporting a particular political point of view? Ford's motivation in such an action could only be political - the very thing the AFA claim to be discouraging.
The most disturbing things about it, to my mind, is the use of the term "cultural war" (how better to discourage peaceful dialogue? In a war there are no fence-sitters, no neutrals, no spectrum of opinion - you are a patriot or a traitor. Way to polarise the argument), and the fact that the AFA spokesperson clearly admits of no rational alternative opinion - anyone who dissents from them is mounting some kind of assault on family values.
But all this is nothing new. I can see why you're disheartened, Keltic.