Because a corporation doesn't have trading partners, it has a mission to sell to customers. If customers are disproportionately in the US, which happens quite often, then you can entirely rationally decide that pissing them off with a big price hike is worse for the bottom line than pissing everyone off a little.
Why would they be pissed off at the business for not absorbing the tariff? The business didn't arbitrarily enact them, Donald Trump and ipso facto his supports did.
