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But if your business strategy is targeting a specific demographic, you get what you deserve if you go publicly opposing what that demographic overwhelmingly supports.

If you think it's reasonable not to do business with Whole Foods because of the opinions of its management, it's hard to argue that it's not reasonable to tell other people about your decision, or to promote that decision to other people.

Go ahead, don't spend money on his business. But there's no need to make a huge deal out of it, as the boycott is doing.

From our perspective, perhaps. I don't doubt the people behind the boycott think there is a substantial need to make a huge deal out of it.

Either way, both sides are just tossing words around. This is the norm for political debate, even if no actual debate is happening. It's called free speech. They're allowed to make as large a deal out of it as they want to, even if it's a stupid decision and entirely out of proportion.