I think it’s worth addressing that “the right people” are very often going out of their way to be absolutely unreachable by the average joe and are completely impossible for mere poors to meaningfully bother directly. Protest will always inconvenience average people first, because the little people are always affected more than the rich in any action, especially any that would manage to rattle the powerful in any way.

The powerful have managed to structure society and laws alike to make effectively all actions that would target them directly and spare the average joe from any collateral overspill either impractical - or significantly more illegal than protest actions that cast a broader net. The idea from the powerful is to ensure that protest must affect other citizens in order to reach them, and can’t just target them directly. Targeting them, alone, is harassment, or trespass on private property, or … etc.

Yep. Protesting is just marketing. It is very effective when done well and backfires when done poorly. If you study the market and target audience properly, they’ll listen and join the cause.