So far, the corporations don’t seem ashamed at all. Google and Apple put the Chinese government’s flawed app in their app stores without disclosing the risks to users. The Warriors organization distanced itself from Palihapitiya’s comments, but neither he nor the team mentioned the Uyghurs in their subsequent statements. By both action and inaction, they are helping the Chinese government cover up its repression, mainly because it is in their financial interest, said Michael Sobolik, a fellow at the American Foreign Policy Council.

“When your bottom line depends on a genocidal regime, you become a de facto apologist for a genocide,” he said. “The only difference between Chamath, the IOC and companies like Apple is the degree of how brazen they are.”

It may seem expedient now to claim “nobody cares” about the Uyghur genocide. But the actions of the athletes, companies and international organizations at the 2022 Beijing Olympics will be remembered for generations, as they were after the Games in 1936. Each of them — and each of us — must think hard about which side of history we want to be on.