Well the consequences are (In this case) alienating a large portion of his customer base and having them bad mouth him. Any time you think freedom of speech has no consequences just walk into your local biker bar and start yelling that they are all fags, or maybe a black bar (if you are white) and yell out the "N" word.
There will be consequences
Every freedom comes with a cost - normally in the form of consequences. Free speech [or behavior, or whatever] could be defined as one with no cost at all, or with negligible cost. Alternatively, everything is free for those who can [and want to] afford the consequences. Try to find a middle ground, which does not exist.