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But the faith of Green and his family stands to be penalized, not rewarded, by the U.S. Department of Health and Human Services mandate that requires coverage of contraception, sterilization, and abortion-inducing drugs, with no deductibles or co-pay, in the health insurance employers provide for their workers. Green, a devout Baptist, says his Christian faith and conscience will not permit him to comply with that mandate, issued in pursuance of the 2010 Patient Protection and Affordable Care Act (ObamaCare).

Since the penalty for noncompliance is $100 per employee per day, Green, with thousands of employees nationwide, says the cost to him would be an estimated $1.3 million a day, forcing the company in short order to close its doors and go out of business. Like the U.S. Conference of Catholic Bishops and an array of religiously affiliated schools, hospitals, and other non-profits, Hobby Lobby in September filed suit in U.S. District Court to overturn the HHS mandate. That, in turn, has inspired a backlash against the company by those who believe employees have a right to have their sex lives subsidized. A “Boycott Hobby Lobby” page soon appeared on Facebook, and the page administrator claimed it was having the desired effect.