It seems pretty clear that many people who say there should be fewer regulations and instead the market should decide don't generally mean what they say.
If they meant what they said, they would accept that consumers getting together to boycott harmful companies, or petitioning the government for better protections or even regulations, is a legitimate market action.
Considering that I've had conservatives who are against the Civil Rights act insist that they despise racism and homophobia and reeeely, truuuuly believe that the good white, straight folks of small town America will shun their local diner or bakery that refuses service to Black people or LGBTQ people, it's pretty clear that they have incredible faith in the free market and in the willingness of people to inconvenience themselves in the name of social justice.
At least they do if it's an excuse for "smaller government."
But when liberals actually step up to the plate and expose unsavory practices and organize a boycott, they (the conservatives) get all frothy and scream "censorship" or "bullying," or resort to various forms of concern trolling about the effect of the boycott on innocents. Of course, they also hate it when the courts rule that some discriminatory law is unconstitutional (because, by golly, the people voted, and that's
democracy, and to Hell with the Constitution), because they evidently only believe in checks and balances that go their way.
We all do it to some extent: believe that government is working when it does things we approve of and that it's broken when it doesn't. But the whole "freedom to discriminate" thing is (imo), at best, an examine of worshiping a
principle to the detriment of actual human beings. At worse it's a thinly veiled attempt to return us to a time and place where discrimination and segregation were norms accepted by nearly everyone who wasn't victimized by such (and even by many who were).
For that matter, excuses not to boycott change with the wind and seem to follow no logic, which can lead one to suspect that the *reasons* given don't actually matter, all that matters is stopping boycotts.
Or at least stopping the ones they don't agree with.