It should be noted that formal equality of opportunity so understood puts moral constraints on market decisions. Equality of opportunity is violated if investors decline to invest in a company just because its CEO is a black, or a woman, and they are prejudiced against blacks and women. If one operates a business and provides a product or service to the public for sale, formal equality of opportunity is violated if one refuses to sell to some class of potential customers on grounds that are whimsical (no sales to people with brown hair, or wearing black shoes) or prejudiced (no sales to people of some disfavored race, religion, or skin color). By the same token, the ideal of formal equal opportunity puts constraints on the behavior of customers of firms and purchasers of goods and services as well as constraints on would-be providers. If a Jewish individual starts a business and people decline to purchase goods from her in virtue of the fact that she is Jewish, formal equality of opportunity is violated. In the same way, to refuse to purchase a product on the ground that its manufacture employed the labor of women in skilled jobs violates formal equality of opportunity.