But he’s not free from the consequences.
But he should be free from governmental consequences, i.e., lawsuits. The Amendments are about what government can’t interfere with. One’s fellow citizens have the right to peacefully protest and to not spend their money where they don’t agree with the owner’s policies. Those are the only consequences that a owner should have to factor into how he runs his business.
I am sure he is aware of consequences. In his case, probably means more business.