The difference here is the potential for revenue generation stemming from the ostensibly political stance. Gitlab's goal is to make money, and they're signalling that this goal is firm regardless of who is hurt by their customers, using their tools. So they're happy to sell you a rainbow shirt to support women in tech. If there was a similar shirt they could sell about ICE and CBP (and that would be the end of their involvement in said political stance) they'd sell that too. Instead, the moral stance is obviously to not work with these organizations, and that will potentially cost them money.

This is pretty standard neoliberal politics. Just as with similar decisions at Microsoft and Palantir, this change will never come from executives. It's up to the workers to change the company's direction, and I hope they will.