Sure, it's a dick move. But it's important to distinguish "shouldn't" from "legally can't".
Should you be racist? No. Should you call someone fat and ugly? No.
But personal liberty and freedom require we allow people to make choices and have opinions we don't personally agree with.
I recommend Karl Popper’s “Paradox of Tolerance”.
https://en.wikipedia.org/wiki/Paradox_of_tolerance
https://www.thealmightyguru.com/Wiki/images/2/2e/Paradox_of_...
Personal liberty and freedom also require people to be free from economic coercion so that we can exercise those rights. Corporations have an asymmetric amount of power and we should stop anthropomorphizing them.