Pizza Patrón

An unholy brouhaha has erupted over the decision of the Pizza Patrón Company in Texas to accept Mexican pesos for pizzas. The company has even received death threats.
As someone pointed out in the comments section of the Times, whatever it is, it's great marketing. This commenter was speaking from Australia, where nobody had ever heard of Pizza Patrón, (and in fact neither had anyone outside of the block in Dallas where there's a Pizza Patrón).
1. The conversion of pesos into dollars is a losing proposition, so the promotion depends on big sales to make up for the loss. Obviously the company is wisely banking on creating loyal customers and good faith, which is always good business, and which so many American companies are allergic to, even as they pay loathsome, hypocritical lip service to it.
2. The owner of Pizza Patrón is an Italian-Lebanese guy from Ohio (only in America) who, in contrast to most business owners in the US that still refuse to read the memo about the exploding Hispanic market, looked around and saw a great business opportunity with his constituents. Good for him.
Those people who love capitalism and free markets and unfettered competition and not paying taxes are the same people who are deeply offended by the pesos for pizza thing. Isn't it ironic? Somehow they seem to champion capitalism only when it goes their way. As another commenter pointed out, they probably wouldn't be screaming if it was a fancy restaurant in NY accepting Euros.
The mighty dollar is pretty much accepted everywhere outside these borders. But that's only because it's mighty. I frankly don't know if accepting other currencies is good or not. Unpatriotic? I don't think so. It seems to be the owner's decision, to lose money on the exchange, so what is the freaking problem?