I, too, think a list with three companies on it won't improve anything.
Then you and I have very different views... Just because everyone wishes to do something unethical, doesn't mean that one should change things so that the unethical behaviour is "OK".
Say that tomorrow, the whole world would run non-free software, and only three people in the whole free software community are left, should the these people say `it is more practical to use non-free software, lets stop the fight for freedom'? Of course not.
If the list of `GNU Businesses' is only three companies long, then that is all good and well. Just because a list is short, doesn't mean that one should be presued into supporting non-free software, no matter how obscure it is.
It will only undermine our freedom, the goal is freedom, not a large list of companies.
Cheers, and happy hacking!