I'm not sure why this is hard to understand. If I walk into a Rite Aid to buy some shaving cream and I they won't take Apple Pay, then sure, I'll find another quick way to pay for it but what about the next time? If it's just as convenient to go to Walgreens, CVS or wherever, then I'm probably going to avoid Rite Aid. Especially if my goal is to completely get rid of my wallet eventually (which it is).
Not anyone? A quick scan through this thread shows that they've alienated many. I have an iPhone 5s that I plan on keeping for at least another year, so you might think that this doesn't affect me. The truth is though that they have alienated me because I don't want a store telling me what payment system I can use. It's one of the reasons I don't shop at CostCo: I don't have or want a Discover card, and even if I had one I'd insist on being able to use one of my other cards there.
I get where you two are coming from, but the simple fact is NFC payments are not a standard form of payment in the US right now. Stores are not required to accept NFC. They're required to accept cash. You're more than welcome to shop anywhere else you want to, as is your right as a consumer. There is always time for Rite-Aid to reverse their decision before NFC payments become more prevalent.
But trying to make this out to be some big deal is ridiculous because it's really not. It's a road bump on the great NFC highway that may eventually smooth itself out, or maybe it won't.
But really, we're talking about ONE retailer in a sea of many... The story is far from over.