It will absolutely affect a business model! Brand recognition is a major component of any marketing effort. If they have to abandon their brand what's the point?! I have seen first hand the futility of these types of efforts that are doomed to long term failure. Bad idea!

Regardless of the titles of the regulations or the justifications offered, this is a prime example of gov't choosing winners and losers. This is the very definition of statism ala Germany in the 30's and 40's.