The actual sport you are referring to is called The Ostrich Game. If you just bury your head in the sand, then those who are calling attention to your racism will just go away. In business, this is a failed proposition. These guys made a massive error in having an instinct that they were the wrong people to step into a much loved world of bodegas and ignoring it (or only listening to an echo chamber.) This was irresponsible and has nothing to do with the righteous backlash they are getting.