When someone (or some entity such as business) enjoys a particular freedom, the way they exercise it is meaningful. Inaction is a form of complicity; allowing hate to remain on your platform is an acknowledgement of your favor towards the lofty principles outlined in the arguments above in spite of the problems enumerated here and the realities faced by marginalized people today. A purely moral consideration thus suggests that exercising your right to free association in your role as a decision-maker at a business is a just response to this status quo.
