I'll eat my fucking hat if Shell's follow-up here is to invest more money instead of less, absent state consequences forcing them to behave.
They are in the business of selling virgin oil. Anything they spend towards decarbonization hurts the selling of virgin oil. They know it. The rest of this shit is just advertising and they will terminate the campaign as soon as it stops performing. They can just do more adbuys for advertorial content through the NYT if there's any backlash.