I'm not a denialist. I personally know many infections and even some casualties and if anything I'm angry that my local government took 10 months to allow me to take it after they had already been developed. And is still preventing people from taking it.
But I see it as essential freedom of association that a business or person is able to choose to interact with someone or deny that interaction. For any reason. A few exceptions in some essentially public and non voluntary sectors but generally true. That is for instance why I've distanced from people with stupid anti positions.