Thanks Michael.
I think it makes good "business" sense if you do it right. Support a minority and more of them will buy from you. And if you don't take a very extreme stand, the majority won't stop buying from you either.
One very good example is about a restaurant that were always overbooked on I think Tuesdays because they came up with a promotion "Balds Eat Free on Tuesdays."
It worked very well because no bald person came to the restaurant alone. He always came with friends - who paid full price. And no - there was no backlash from people with hair on their heads
You could - as a business - come out on top by giving the minority (any minority) a discount if you do this subtly - without choosing sides.