Rahm Emanuel’s dangerous free speech attack - Salon.com: Obviously, it’s perfectly legitimate for private citizens to decide not to patronize a business with executives who have such views (I’d likely refrain from doing so in this case). Beyond that, if a business is engaging in discriminatory hiring or service practices in violation of the law — refusing to hire gay employees or serve gay patrons in cities which have made sexual orientation discrimination illegal — then it is perfectly legitimate to take action against them.
But that is not the case here; the actions are purely in retribution against the views of the business’ top executive on the desirability of same-sex marriage: