People who are impacted by that politician’s hatred and stated agenda. They care. They’re free to choose not to spend their money and time supporting the businesses who are actively working against them and the institutions they support, and they don’t have to give the people who may want to hurt or harm them any more validation or power than they already may have.

The business is free to put the signs up. I am free to not associate with them or to give my money to them. Others can choose to do the same. Or not.