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I see a very strong link to the story about the B&B owners. They did not want to offer a service based on their religious-based convictions.
If you support their right to refuse service to a section of the community, then surely any business has the right to do the same.
This security guard had no business trying to stop Jews entering Sports Direct, but if the management of the chain decided that, due to the situation in Palestine, it would not allow Jews into any of it's stores, would they get the same level of support that the Christian B&B owners received (from those who's political convictions lean to the right)?