People owning and running businesses should be allowed to choose whith whom they associate and do business and then the ones which discriminate against otherwise good, paying customers can rightfully go under instead of being propped up by the policies of the state.
That's precisely the kind of thinking that led to child labor in factories and mines; it is also why we have to subsidize low paying jobs through our taxes so people can survive at a (somewhat) more reasonable level. It is what led to "whites only" and "separate bathrooms"; It is why the male/female employment ratios are so skewed; it is why older engineers are replaced by younger ones who know far less and don't have families to support; it is why the EPA, or something like it, really needs to exist. And so on.
Business, large and small, incorporated or not, as entities, resemble people only to the degree that most of them, left unregulated, exhibit sociopathy and/or psychopathy. History has shown this explicitly, time and time again. No one is guessing about this: the facts have been in for a long time, and new facts consistent with the old continue to arrive with distressing regularity.
The idea that business, left to its own discretions, will do the right thing is nothing more than a fantasy. Unregulated business is a very bad idea, and further, the premise that bad businesses will automatically fail because customers will do the right thing is equally bankrupt, and for many of the same reasons. Large numbers of people are both selfish and disinterested in the welfare of others.