The NYT and the Yarmulke Ethics.....

The NYT has an opinion article under the "Ethicist" which discusses the ethical issue of yearing a yarmulke for the purpose of favortisim:

I stopped patronizing a mail-order company when it began including editorial content about Jesus in its catalog, finding that inappropriate. I now plan to visit a camera store owned and staffed by Orthodox Jews. Although I am an observant Jew, I do not regularly wear a yarmulke, but I’m considering doing so in the hope of preferential treatment, maybe even a discount. Hypocritical? Ethical? --R.K., New York


Answer:

What’s most lamentable about your scheme is not its hypocrisy — although there is that — but its deceit: you would present yourself to be what you are not, someone who regularly wears a yarmulke, an object of religious significance. What’s more, in ethics, intent counts, and yours is simply to cadge a discount, to be what genuine yarmulke-wearers might describe as, if not a ganef, certainly a shnorrer.

As far as tactics go, I’m skeptical that a discount for the Orthodox is on offer. And that’s as it should be. To give a price break to co-religionists is no different from imposing a price hike on nonbelievers. Ads boasting “Baptists Pay 10 Percent More” would not be appealing marketing or, for that matter, legal.

You might argue that what you propose is no more deceptive than acting courteously when you really feel antisocial. Dr. Johnson called politeness “fictitious benevolence” and was all for it: “It supplies the place of it amongst those who see each other only in publick, or but little. Depend on it, the want of it never fails to produce something disagreeable to one or other.” But politeness merely withholds the expression of your feelings, a matter of style; it does not falsely proclaim your beliefs, a matter of substance.

I myself would never wear a cat costume to a pet shop hoping to entice the animal-loving staff into offering me a discount on a squeaky toy. I might wear it socially, but that’s between me and my therapist.

UPDATE: R. K. went to the store bareheaded.

Hmmm...
What about “Im lo l’shma, ba l’shma”?