Like *anything*, if you truly believe in freedom of speech you can't be against economic protests. Hobby Lobby would likely fire a public spokesperson if they came out as pro choice, and that'd be extremely shitty, but it would also be legal and it would protect the public image that Hobby Lobby obviously want to have of being pro life.
Controlling your public image is 100% part of your job when you are a high profile public representative of a company. What things a company does or doesn't fire someone for... we can decide if that company is or isn't shitty and decide what to do with our money.
If you believe in the free market of *ideas* you have to believe that the shitty ideas will naturally be marginalized and the good ones proliferated *without* government intervention. Public backlashes for anti social opinions are part of free speech working.
But that's not the same as firing one of the drones for not agreeing with your politics. Public representatives are held to different standards and very understandably.