I don't agree with looking for people to persecute in this way but since the decision was made internally and there was no coercion by government or anything of that nature, there's not really anything that can be done. This is beating a dead horse and I feel actually feel sorry for that fellow.
It feels like now that gay marriage in the courts is pretty much assured in the next few years, some folks are looking for new things to do on the gay rights front, so the slacktivists among them come up with stuff like this since forcing someone from the cool kids table doesn't require much real thought and effort.
I know, that damn free market, always screwing things up for the Republicans.
So, thinking that the free market is overall the most efficient economic system means that you must agree with every single decision that every company ever makes? 
But isn't this exactly how a small-government conservative or libertarian would want this thing handled? Consumers bring something to attention, threaten a boycott and then the company makes a decision based on that. It's the most conservative possible situation with no government involvement.
