Whole Foods CEO John Mackey's Libertarian assy-ness has finally peeved enough of his shoppers that they're organizing boycotts against him and refusing to shop at his stores. If it goes on for awhile, Mackey will definitely feel the effects of misunderstanding the cooperative nature of the "free" market, or at least of going on and on about it by pumping a health care philosophy best described as selfishness writ large.  

But Mackey's already taking it in the (figurative and stock market) shorts today, as the price of his company's stock has dropped by almost a dollar since the open. Ah, the pinch one feels when individuals of all political stripes see opportunity and go for it regardless of political fealty or brand loyalty, exercising the "Liberty" in Libertarian! Apparently, when the first bell rang this morning, the tune was "Short WFMI" and traders listened.  

What would happen if Mackey's fellow capitalists shorted his stock way down over the next few days? Would Mackey have to appeal to (gasp!) SEC regulators to halt trading? "Dear SEC, all my rugged individualist, free-thinking friends have turned against me, and when I ask them to stop shorting my stock, they say I ought to understand it's nothing personal. Please help!"  

Mr. Mackey may end up combing the shelves of his stores in search of humble pie.