A free-market solution to Barilla's bigotry

In response to Guido Barilla's comments and his "I'm sorry you feel that way" non-apology, a competitor has done the following:

Bertolli Makes the Most of Barilla Chairman's Anti-Gay Comments

Barilla is struggling enough this week without its competitors piling on. But Bertolli doesn't care. Seizing on comments made by Barilla's chairman about how the company would never put gay couples in its advertising, Bertolli Germany quickly posted pro-gay imagery in its social feeds, happily taking advantage of its rival's misstep.

This is the way to do it, not to invite government to step in and thereby turn bigots into martyrs for free speech.