Local businesses would be well served to remember this simple philosophy in all aspects of dealing with a diverse community. For example, when confronted with whiny fringe groups regarding their latest perceived offense at your sponsorship of an event, just smile, nod your head, and say "Yes sir, we understand." Or, "Yes ma’am, we’ll be sure to take another look at that." Then do nothing, except mumble under your breath as you walk away about right-wing nut jobs or left-wing wackos or whatever the particular case may be.

In doing so, a business might indeed lose a tiny percentage of its revenue, as represented by the fringe element of previously mentioned nut jobs or wackos. Or maybe not. In the end, given enough time, all controversy fades. Offering the best value in town is enough to draw any true fiscal conservative in your direction when push comes to shove.

But the worst choice a retailer can make is exactly the direction chosen by American Furniture, Electronics & Appliances, which pulled its sponsorship of an upcoming Bill Maher show at the Riverside Theater within 48 hours of the first whimper from overly sensitive right-wing groups regarding Maher’s comedic content. In doing so, American has guaranteed permanent boycotts from the other side of the political spectrum, myself included. As I sit in the center of the front row during Maher’s July 24 show, I will be sure to remind everyone around me that American TV doesn’t much care for free speech.

Objections raised by Milwaukee’s whiny fringe to Maher’s controversial opinions focused on his criticism of various Christian religions. Admittedly, Maher is known to point out from time to time that some Catholic priests molest children, which is of course a horribly true thing to point out. And as a regular viewer of his HBO television show, "Real Time with Bill Maher," I can confirm that his commentary on religion is fair and balanced across all religions. Maher’s views stand in contrast to comedian Dennis Miller, who will also be sponsored by American at the Riverside Theater later this year. Miller’s criticism of religion seems to begin and end with Islam, which is, of course, acceptable religious bigotry to American and the local overly sensitive crowd.

It must be a simple numbers game for American. After all, how many Muslims listen to Charlie Sykes and buy expensive electronics?

But in reading the actual objections of the local whiners, one is quickly left to wonder if their real concern is regarding Maher’s religious criticism, or simply his overall political leaning? And therein lies the rub. Maher’s criticism of Republicans, and President Bush and his policies, far exceeds his religious content in both voracity and volume. The aforementioned critics who pressured American to drop its sponsorship of the event know this. Yet, they don’t seem to realize or care that their attempts to squash government criticism at Maher’s appearance in Milwaukee may be perceived as an affront to the free speech rights they love to carry on about, in their usual selective, hypocritical style.

Imagine the conservative uproar if a handful of left-leaning activists succeeded in pressuring American to cancel its sponsorship of Dennis Miller’s show, due to his bigoted view of the Muslim religion? Or, even due to his newfound conservative views related to the war in Iraq? How would American justify appeasing one group of fringe voices while ignoring another group? Not that I’m suggesting anyone should put American in such an impossible position. I would never do such a thing.

Or, perhaps American could just use the same logic that it used regarding Bill Maher. When Miller appeared on "The O’Reilly Factor" to discuss the pope’s recent visit to America, he said, "Now, listen, I have my qualms with the Catholic Church in the last few years. Last time I went to confession I said, ‘You first.’" Funny, isn’t it? Not to Catholics, who would probably demand a boycott of American for sponsoring Miller, if only he weren’t also a loyal Bush backer.

It’s a lose-lose situation for a local business to start playing these games. In the future, companies placed in this situation should take my advice. Just smile, say thank you for your input, and walk away. Time heals all wounds, and that same customer will be back at your doorstep if you give them reason enough to return.

(Tim Schilke is the author of "Growing up Red" and lives in Grafton. His column runs Wednesdays in The Freeman.)