Somehow I missed this yesterday. If you did too, here you go. The backlash to the backlash has begun.

Does the backlash to the backlash end there as well? I say that just because Lindell’s no ordinary CEO. He’s a Trump buddy. He was at Mar-a-Lago having dinner with POTUS three days ago. (“The President shook my hand and told me, ‘You are doing a great job, Michael.'”) Here he is three weeks before the election in 2016:

He was at the inauguration, then joined Trump at the White House last July for a “Made in America Panel” of U.S. manufacturers. He’s made no secret of his friendship with the president despite the fact that it’s cost him some business. In that sense he’s the perfect person to lead a backlash to the Ingraham backlash. Whether because he places his political beliefs above money or because he’s calculated he makes more by ingratiating himself to the right than he loses by alienating the left, he seems immune from liberal pressure tactics.

Maybe he figures, not unreasonably, that anyone who would boycott MyPillow because of his stance on Ingraham is already boycotting it because of his stance on Trump. Or he believes that standing on principle in support of the president’s favorite news network is a genius way to stand out from the corporate pack. If he gets some free coverage from Fox for it — or, even better, a presidential tweet of support for his pro-Ingraham stance — that’s almost certainly worth more in sales to him than dropping his ads from Ingraham’s show would be.

Elsewhere, the Ingraham boycott is scrambling politics. Among her critics: Fox News colleague Geraldo Rivera.

“What she did was terrible,” Rivera told TheWrap on Monday at a launch party for his latest book, “The Geraldo Show,” at New York City’s Del Frisco’s restaurant. “What she said was just indefensible.”

The longtime TV news veteran also expressed doubts about whether “The Ingraham Angle” would be able to continue after Hogg’s call for a sponsor boycott has led to at least 18 companies pulling ads from the show.

“I don’t know” about Ingraham’s fate at the channel, he said. “It’s not going to be an easy road.”

“Geraldo is out of the loop on this issue and speaks for no one but himself,” a Fox spokesman told the Wrap, leading to a conciliatory Geraldo tweet this afternoon. (He’s been consistent in criticizing the boycott of Ingraham, at least, although free tip: Boycotts are not an “attack on the 1st Amendment.”) Among Ingraham’s allies, meanwhile: Gun-grabbing former CNN host Piers Morgan.

He’s … not wrong. What kind of filthy world do we now inhabit where Piers Morgan isn’t wrong?

Via Legal Insurrection, here’s Lindell talking up Trump a few days after the 2016 election. Chances of him being a guest very, very soon on “The Ingraham Angle”: >99 percent.