Unpopular opinion or a threat? How do you feel about businesses stating that they are Veteran owned and operated?
Who you decide to serve or not is another thing but that’s not what this is about.
Right, by stating that they are x-owned they're not stating that that is the group that they are exclusively serving. Women owned businesses aren't refusing doing business with men, black owned businesses aren't only doing business with black people.
I think you're right that in some communities they are likely drawing more attention from racists, misogynists and bigots, but that's a risk that they are willing to take on and like you said the majority of people don't care.
I think you just may have a genuine misunderstanding of this and why business owners may choose to identify their businesses like this.