It seems the decision of an optometrist on Ponsonby Rd to turn away Judith Collins is now backfiring. 

Yesterday, when Collins was on the now-infamous staged walkabout, she stopped outside the Oscar Wylee optometrist to scan the QR code before going in, when one of the staff members stopped her and said ‘no, we don’t’ want you in here’ and then gave Collins the thumbs down. 

Now, this has led to a huge pile-on on the store’s Facebook page today, with a huge number of angry posts calling the staff rude and saying there’s a call out for National party supporters not to use the store.  The store says it’s been taking upset calls, it’s had bad google reviews and even cancelled bookings. 

A spokesperson for the store denies that they turned Judith Collins for political reasons, but then it is a bit suspicious that a staff member told media yesterday that they don’t support National. 

Obviously, you have to feel sorry for Judith Collins.  This would be horribly humiliating to experience. 

But isn’t the store entitled to turn her away?  Judith Collins wasn’t planning to enter just as a punter.  She was planning to enter as a politician on the campaign trail with an entourage including media. 

And to that campaign circus, the store is more than entitled to object, because to allow it would surely be seen as a tacit endorsement of the National Party.  No one has to agree to publicly endorse anybody. 

So then, is it a proportionate reaction to punish this store financially by threatening to boycott it?  I would argue no. 

It seems that the preferred punishment of angry social media users on both sides of the political spectrum is to try to take away the livelihoods of anyone they object to.  They try to get people fired, they try to whip up boycotts, they try to scare advertisers. 

That is an unreasonable punishment.  Obviously, it’s fine to decide to take your business elsewhere.  That’s your prerogative.  But to try to whip up others into a collective boycott action just seems so mean spirited when really anyone is entitled to a political opinion and to withhold endorsing or supporting a party. 

• 'Why I turned away Judith Collins': Store cops online backlash

As I said, they weren’t saying no to Judith Collins the person.  They were saying no to Judith Collins the politician on the campaign trail, surrounded by media.  They were entitled to do that.  To punish the store for it is disproportionate.