I'm all about freedom, but I agree that the owner should be able to fire John for wearing a Packers tie. I also understand way. The probability that customers will be lost rather than gained is greater in the managers judgement for wearing the tie.
How much control over dress should a company have? The easy answer is, "as much as they can get away with." Assuming perfect information, clearing markets, and profit (rather than control) maximizing mangers, this would work. But not of these assumptions are accurate. Managers are likely to enforce very conservative and controlling dress codes to to cover their own asses in a "nobody ever got fired for hiring IBM type of way." living is such a world would be more boring. I like individuality and surprise.
That having been said. I glad the guy got another job. Might have just been a shrewd PR play.
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