If I hired someone to stand outside and cover up some share of the offerings on my store's billboard, clearly varying only by the perceived race of whoever was

If I hired someone to stand outside and cover up some share of the offerings on my store's billboard, clearly varying only by the perceived race of whoever was walking by, the discrimination here would be violently evident. Regardless of specific laws and statutes this may violate, it's an affront to every part of the progress we've made as a species. In my country, South Africa, this tool seems to be literally against the constitutional principles (Chapter 2, ss 9, 3-4). Regardless of moral or legal questions even, do we not need to query what the societal cost is of allowing corporations to be facile and duplicitous, automatically, at the scale of enterprises like Facebook?