I don't like these people and I think what they are doing is wrong, however it is very hypocritical to call them out and then say that you believe in free speech...
It's a relevant comment. But when talking about your rights (any rights), you have to remember three things: 1) Just because they're rights, doesn't mean they're unlimited, and 2) You are responsible for the results of exercising your rights, and 3) your rights extend until they start interfering with other people's rights, i.e. "Your right to swing your fist ends where my face begins".
It's pretty normal for people to call stuff on a case-by-case basis. Everyone does it, and yeah, it tends to be inconsistent. That's why we have laws and a theoretically disinterested justice system.
If your dissatisfied hot dog customer exercises his right to scream hysterically about my rat-dogs, er, hot-dogs and starts affecting my business, I have a legal right to sue him, get a restraining order, have him arrested (if he's over the top enough), etc.
But you also have to remember that if you are aggressive enough with your screaming, it actually begins to count as assault. You don't have to actually touch someone to be guilty of assault -- just leaning over them waving your fists and screaming in their face is enough to get you arrested, charged, and convicted. That's why there's Assault AND BATTERY.