People shouldn’t care if trying to do the right thing makes you end up in someones black book. There will always be people who are on the wrong side of things. Just do what you think is best for our society.
But "the right thing" differs from person to person. A 10 person company [say, running a local grocery store] comprised entirely of conservatives will think it's right to allow customers to decide if they want to wear a mask, while the same company comprised entirely of liberals will think that it's right to make customers wear masks and otherwise refuse servicing them. Who decides which company is doing the right thing? You?