The guy who has been gouging you for years when you shopped at Whole Foods (a.k.a. Whole Paycheck) is opposed to health care reform! (Story here.)
I've long had a strong dislike/hate relationship with Whole Foods, so the boycott won't be too difficult. Remember, just because Mackey peddles dolphin stickers and patchouli, it doesn't mean he's groovy.
FB is right that Mackey isn't against every possible reform, he's against anything that I'd regard as meaningful reform. Since I assumed readers would take that as rather obvious, I'm not sure that the "intellectual dishonesty" remark sticks but it's been made so I've made the obvious obviouser.
As for the boycott, I don't think it's emoting and mindless to say that you won't financially support someone who uses your financial support to oppose your causes. FB must know quite a lot about the motivational structures and epistemic positions of people who won't shop at Whole Foods that I don't. He can read minds.