Not all Alabamians are wild about Attorney General Steve Marshall’s signing onto a demand that wholesale chain Costco mothball its DEI policies.

Marshall was one of 19 state AGs who signed a letter demanding Costco dismantle the policy or explain within 30 days why it will keep them.

“Insidious DEI practices, like those championed by Costco, undermine the ideal of individualism and, ultimately, the American dream,” Marshall posted to X on Tuesday.

This letter follows 98% of U.S. Costco shareholders last week striking down a proposal requesting the company evaluate and report on the risks associated with their DEI efforts.

“Our efforts around diversity, equity and inclusion follow our code of ethics,” Costco’s Board of Directors said in a statement to ABC News. “Our efforts at diversity, equity and inclusion remind and reinforce with everyone at our Company the importance of creating opportunities for all.”

It was not clear what the attorneys general would, or could, do if Costco does not comply.

In the letter, the AGs described DEI policies as “divisive and discriminatory,” and cited an executive order by President Donald Trump encouraging the private sector to end the practices.

Richard Rice of the Rice Firm, a public interest attorney in Birmingham, went so far as to send a letter to Costco CEO Ron Vachris commending the company for its commitment.

“As public interest advocates, we deeply recognize the courage and leadership required to maintain these policies, particularly when the national conversation around DEI is increasingly polarized and fraught with misinformation,” Rice wrote.

“Costco’s steadfast stance in maintaining its DEI initiatives in the face of such opposition should be applauded as a model for other businesses. Parenthetically, we are confident that adhering to your position on DEI will not prevent you from addressing any other problems Costco may face, despite the Attorney General’s absurd claim that you can only do one thing at a time.”

Several readers of AL.com responded negatively to the story on social media.

On Threads, scirocker responded to a story link by writing, “So much for free market capitalism. Hello Fascism.”

“Or what? You’ll get maga mad?” asked vickimcg.

randallheskett wrote: “He is a monster. I hope Costco keeps up what it is doing.”

bking1105 replied: “What is he going to do? Focus on your real job, Steve.”

On Facebook, John Miller asked, “Why is Steve Marshmallow-head going after a private business over its completely legal business practices?”

“Intimidation tactic and that’s why it’s just a letter and not a lawsuit,” said Cedric B. Howard.

Patrick Lakey asked, “I thought the GOP supported the individual liberty of business owners to run their operation how they see fit. How does this ‘Make America Great’? This culture war garbage only serves to divide.”

Cameron Tolbert wrote, “Headline should read: Alabama Attorney General on mission to push major retailer that provides great paying jobs out of state.” Costco currently has five locations in Alabama.

Steven Gordon asked, “Should he check online for any DEI statements from Hyundai, Honda and Toyota and request their explanations? Hopefully he won’t discourage these businesses from expanding or locating more manufacturing here. And is Governor Ivey keeping tabs on him?”

Brad Beckett though wrote, “Hire on merit, not for some made up quota and let nature sort it out.