I think it is more like: we won't do business with you because you are an insurrectionist, a conspiracy theorist, a white supremacist, or a Q-anon adherent.
In other words: we won't do business with you because when normal people see us doing business with you, it will damage our brand.
Can that be easily changed to:
When atheist see us doing business with Christians that damages our brand.
When pro choice advocates see us doing business with pro life advocates that damages our brand.
When feminist see us doing business with men's rights activist that damages our brand.
When the lgbt see us doing business with biblical evangelicals that damages our brand.
Is it that some may need to get ideology added to the protected categories from discrimination like race and sex?
If some can discriminate on ideology then they can say i don't want to do business with you because you think you can whistle and walk at the same time. Not trying to be funny but this can get out of hand.
Things like ideology, religion, political side and positions on certain issues are suppose to be ignored by businesses despite how the public may feel or act because of it. And the public shouldn't act differently due to those things because it can easily be done to them and they won't like it. I understand it is different for businesses verses people. This starts be like public relations when it comes to what entertainers do and don't do but with ideology. This is politicizing everything.