Anti-Jediism.

"Daniel Jones, founder of the religion inspired by the Star Wars films, says he was humiliated and victimised for his beliefs following the incident at a Tesco store in Bangor [Wales].... Jones, from Holyhead, who is known by the Jedi name Morda Hehol, said his religion dictated that he should wear the hood in public places and is considering legal action against the chain.... Tesco said: 'He hasn't been banned. Jedis are very welcome to shop in our stores although we would ask them to remove their hoods. Obi-Wan Kenobi, Yoda and Luke Skywalker all appeared hoodless without ever going over to the Dark Side and we are only aware of the Emperor as one who never removed his hood.'"

The store is going to debate religious doctrine with the founder of a religion? I guess that seems okay because it feels like a pop culture trivia contest. But either it's a religion or it's not, and if it is, it's not up to Tesco to say what the religion requires.