I think I get it now. If I were to find a MAGA hat and pay a visit to a few selected restaurants in Madison, I suspect service would be quite slow, and I might be rebuked for producing a "hostile environment." Virtue signaling your politics or social views in your business isn't ubiquitous, but is still very common. The new restaurant in the building we rent office space from made a point of emphasizing how much they supported Planned Parenthood--even before they opened. I think you can still eat at McD's without implicitly supporting any party, but stories about restaurants refusing to serve cops keep cropping up. Typically corporate comes down hard on the offenders, but clearly the impulse is there.
Has it always been like that? I seem to recall more overlap in interests when I was younger--but the Cubs and the Sox had (overall) different classes for fan bases(*), and my Better Half remembers a visit to Finn McCools to find the band was playing "If you hate the Queen of England clap your hands." (She got by with a visit to the ladies' room and some fractured German to a belligerent inquisitor.)
(*) It was explained to me that the class difference was a side effect of being located in different neighborhoods