The website doesn't have to say it's encouraging people not to patronize the businesses listed in the "naughty" section. Those who read it will know exactly what to do.
That's their INDIVIDUAL CHOICE. If I don't like the business practices of certain companies, I'm not going to purchase any goods or services through them. There's nothing wrong with that. It's my choice where my money goes.

You still haven't said what you think most businesses would conclude about the impact of being listed as "naughty" there. Care to take a shot at it?
Not really. Business PR people aren't as predictable as you. :D