Being offended is a moral issue and I agree, as a business you can't fight that 100%. However, being forced to conform to a business's view of your identity is

Being offended is a moral issue and I agree, as a business you can't fight that 100%. However, being forced to conform to a business's view of your identity is unethical, especially as Google changed the rules - if they had indicated this might happen then those affected could have chosen not to use Plus.