This is what happens when you dig yourself into a marketing hole. While Wal Mart is to be commended for reaching out to the The National Gay and Lesbian Chamber of Commerce last August some of the people who make up its base aren't pleased. A cynic might suggest that the alliance was tied to the company's failed attempt to go upscale, but I'm willing to believe the company is doing something good. But at a tiny but growing cost, according to 365 Gay: A small Tennessee church has become the first to organize a full scale boycott of Wal-Mart for its support of gays and lesbians. Trinity Family Church's 150 members have agreed to take their business elsewhere. Wal-Mart earlier this year expanded its LGBT diversity program in a deal with the National Gay and Lesbian Chamber of Commerce. (story) The church says that Wal-Mart is supporting same-sex marriage. A proposed state constitutional ban on gay marriage is on the November ballot in Tennessee. Pastor Carol Jacobs says the church had been spending thousands of dollars at Wal-Mart and Sam's Club for supplies but won't do so anymore. There have been a number of letters-to-the-editor in the Selma, Alabama, Times Journal attacking Wal Mart's decision and this week the American Family Association sent a warning letter to its flock about Wal Mart rolling out the red carpet for homosexual marriage. I wonder how Draft FCB is going to suggest Wal Mart handle this one? Jeff Hess: Have Coffee Will Write.