I would view it as immoral, but as long as the act isn't illegal i would say society needs to accept even this form of business. However, I think a privately owned company ought have the right as to whether or not they associate with a given other company. From a point of view of what ought be their right. It can slow society down though to let things flow naturally... If we make it a rule we can't discriminate based on certain criteria, as we have, it speeds up the natural progression of being open. Which will prevail due to the superior efficiency and profit to be made in not being irrationally discriminatory.

However, sometimes those laws have set us back, like in the ECJ ruling on this car insurance issue. I'm a guy so it means better for me, if i were to live there. However, it's a short-sighted view of fairness. They're view is too either or, and not dynamic, not having the proper scope to see whether a given act is indeed irrationally discriminatory or not.