That's actually a good point, although at least with pepe the meme's creation had nothing to do with the alt right. At the risk of sounding stupid and over the top (take this as hyperbole) if there was a hitler emote it would not be ok, because it's literally the face of someone directly making horrific associations, and now imagine hitler is somehow associated with the company. Obviously it isn't as bad as that but my point is that the meme is inherently representing the guy. As a probably better example I completely agree with Microsoft's decision to scrub notch from the minecraft credits.