I definitely agree that there should be as little discrimination as possible, but I don't think it has to be an anything goes mentality. I don't subscribe to"if it's legal, a company should do it." There are a lot of things a company can do within the bounds of the law that people find morally reprehensible.

In the article, the NYT is making an argument to say that this business behavior is morally reprehensible. Not that it should be illegal or not allowed. It's up to the individuals reading the articles to take any action, if they feel it's necessary. For instance, not using that company for their services.