The owner is free to use his business page as he wishes, but it does show a lack of judgment on his part. Just stick to pizzas - I don't need a side order of pseudoscience.
The problem for him is that this won't make people like me passionate enough to stop by, order a pizza, and engage in debate. It just puts a little footnote in my brain the next time that business pops up on Yelp, and I'll just scroll past it. "Boycott" makes it sound like I care about his business somehow. Instead it is a great big "meh - I'll try somewhere down the street."
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