“This whole business of looking good by the Goyim is completely secondary, if even that much.”
Unclear what “if even that much” means
It is important to “look good by the Goyim” *
It has lately become fashionable in some circles to deny this for whatever reason.
However 1) definitions can change even if it technically isnt a “kiddush Hashem” it clearly is still a good thing
and 2) we find it called Kiddush Hashem by Risho0nim. See Rambam Gezeila 11:3 אֲבֵדַת עוֹבֵד עַכּוּ”ם מֻתֶּרֶת שֶׁנֶּאֱמַר “אֲבֵדַת אָחִיךָ”. וְהַמַּחֲזִירָהּ הֲרֵי זֶה עוֹבֵר עֲבֵרָה מִפְּנֵי שֶׁהוּא מַחֲזִיק יַד רִשְׁעֵי עוֹלָם. וְאִם הֶחֱזִירָהּ לְקַדֵּשׁ אֶת הַשֵּׁם כְּדֵי שֶׁיְּפָאֲרוּ אֶת יִשְׂרָאֵל וְיֵדְעוּ שֶׁהֵם בַּעֲלֵי אֱמוּנָה הֲרֵי
זֶה מְשֻׁבָּח
*That said most of “kiddush Hashem” stories are idiotic, and if anything serve to highlight what a low opinion some people have of Heimish yidden. Wow amazing a Yid said good morning and didn’t slam the door in a person’s face what a Kiddush Hashem!