Even BDSers admit that they choose their targets of boycott for maximum leverage and publicity, even as they use Israeli products themselves. The boycotts are indeed a sideshow to their real aim - to have average people associate Israel with racism and apartheid.BDS is a tactic, it is not a movement whose goal is to remake Israel as the previous boycott movement was capable of forcing change on the level it did with South Africa.
By repeating the lies that Zionism is racism, Israel is an apartheid state, Israel must be boycotted for human rights abuses, and so on - over and over again - it makes an impression on college students and people who don't follow Israel closely.
When an artist boycotts Israel, it makes a huge impression on people who want to identify as supporting social justice.
When an academic group calls to boycott Israel, it puts an aura of respectability on hating Israel.
And the strategy behind that tactic is publicity.


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