Serious question - just who is the person who makes this kind of decision for supermarkets?
The person who knows full well that if they don't, they'll have the massed ranks of sanctimonious morally-superior fuckwittery beating a path to the Mail, and thence to the Board of their employer.
Yes they could do the right thing, but in the end they'd surely have to back down anyway - so a quick cost/benefit indicates to them that on this occasion it's better to hide your balls than have them removed in public with a blunt spoon.
It's a fair cop, gov, but society really
is to blame this time.
edit: in fact doing it this way might generate sufficient backlash that the decision gets reversed...