Society needs to codify these rules into law though otherwise bad actors break those rules. When a right wing activist supreme court removes these protections, people get hurt. But, a store like this isnt doing this to hurt people, it’s to make a statement that the far-rights own discrimination can backfire on them. It’s a form of protest and a statement, not true bigotry. Its like using the flying spaghetti monster tactic to push legislation to be more strict on religion. These people are trying ro show that regulation on business to prevent denying goods and services is important for everyone, not just minorities the the right hates.