Yeah, it's obvious that the mall owners made a conscious decision to allow the protest. They probably felt that the homos would make more bad publicity for them than the heteros, so it would behoove the heteros to let them know that they chose unwisely.
Homos are no more than 2-3% of the population. They cannot affect the sales of a large number of concerns. Thus, they target certain ones for increased coersion. It cannot be sustained on a long term basis, ever.
The mall owners asked themselves this simple question: “Who would we rather have angry with us?” The answer is obvious, and until we change that calculus, they will continue to answer the question they way they did here.