It’s like this. Let’s say I sell gun ammunition and I post a sign on my door refusing service to people committing stolen valor or wishing for extermination of the parents of children who refuse to mask after having a runny nose 2 weeks prior.
Sure, I will lose a customer, maybe a few. But the demand is so great I’m not going to have any issues selling my ammunition to worthy and respectable customers. So this does nothing to reduce my sales as demand is so great anyways.