They're taking sides either way. This decision says to me they're taking the side of racists that don't believe black lives matter.

Most companies advertise the support BLM, it's just good marketing. Banning BLM is the opposite of this. It's not a good business decisions. They've lost me as a customer, and I don't think I'm all that special.

Not a good business move.

A lot of people don't think that businesses should be allowed to control every element of their employees appearance. This is quite similar to a controversy in France when Euro Disneyland opened there and they had rules about how employees were allowed to have their hair and whether or not they could have piercings etc. In France and much of Europe it's considered normal that an employee should have some bodily autonomy even if they're in the work place, but Disney was an American company so to them their employees shouldn't mind their employer exerting so much control over them.

Sure it's probably in the businesses' interest to make sure their employees all look a certain way, but to some that isn't as important as employees being able to have agency over themselves and how they look.