He should have just answered this question straight:
What if businesses who are on the naughty list lose customers?... Would it be a good idea to affect people’s business at this season, which can be make or break for some people, and in this economic climate?

Yes, it's a good idea. That's the point of a good list and a naughty list. Letting people know about the businesses they shop at so they can make a more informed decision.

See, here's what mystifies me about this... Jeffress likes the idea of forcing other people and businesses to utter "Merry Christmas" and post signs saying "Merry Christmas" who are uncomfortable doing it.

Here's why you're mystified. He's not forcing anyone to do anything. He's putting out information about businesses. You're free to use that information or not, along with everyone else. Your attempt to make him out to be evil based on your imaginings of his intentions is silly, although par for the course for you.