Because it's being phrased as "punishment", which implies some kind of punitive action. "Oh the greenies are putting trees over green, we'll show them! Watch your share price tank!" That's not what happens. It's a bunch of quants sitting and running the numbers forward a few years to estimate numbers and price accordingly, not a conscious decision to punish. The big traders don't really have a particular attachment to a given company and just buy and sell accordingly. A big chunk of it's algorithmic anyways. If it decreases profit, a company can expect to see a decrease in share price because the company will likely be worth less in a few years. The phrasing of the parent implies it's an intended or targeted action, but that's not how markets work.

I think it's more likely the rationale was to support a local business, thus building a stronger community for their employees to live in, thus allowing them to be more attractive to prospective employees. Maybe they also thought it'd increase the chance that you'd apply there.