If you haven't been keeping track, NOM has endorsed multiple boycotts of companies that have come out in support of the LGBT community (and in particular Marriage Equality), like Starbucks and General Mills. NOM's position is that corporate entities, as they serve many people who hold a variety of viewpoints, should not take sides in the marriage debate.
One would assume then, that NOM has similarly condemned Chick-fil-A for "taking sides in the marriage debate." To backtrack a bit, Chick-fil-A has long come under fire for donating about $5 million to the Marriage & Family Foundation, Exodus International (a conversion therapy organization), the Family Research Council (an SPLC designated hate group), and other anti-LGBT organizations between 2003 and 2010.
Dan Cathy, Chick-fil-A's chief operating officer, has recently compounded the problem by saying that Chick-fil-A is "guilty as charged," in defending marriage (I never get sick of that wording) and added eloquently that, "I think we are inviting God's judgment on
our nation when we shake our fist at Him and say 'we know better than
you as to what constitutes a marriage' and I pray God's mercy on our
generation that has such a prideful, arrogant attitude to think that we
have the audacity to define what marriage is about"
It might not surprise you to learn that NOM has been relatively okay with Chick-fil-A "taking sides in the marriage debate." Did I say 'relatively okay?' I meant actively created and endorsed a "National Eat at Chick-fil-A day." Why does this even matter? Because there are still people out there who have no problem with LGBT individuals, but think that organizations like NOM are presenting a fair, balanced, and scientifically endorsed side of the 'debate' instead of lying through their teeth. These are the people who, despite no issue with LGBT individuals, condemn them with their votes, and why? Because an organization with a few wealthy backers is very, very good at misinformation.
A few wealthy backers? But what about those photos? The afore-linked article shows several photos of packed Chick-fil-A restaurants that we are supposed to believe are indicative of anti-LGBT sentiments across the nation. Right. And NOM has never lied through photos before. (TL;DR - NOM stole a photo from an Obama rally, doctored it to show more people, and then presented it as a photo of one of their own rallies.) Never mind that that Chick-fil-A in the middle of the city of St. Louis looks exactly the same as the Seneca Falls (population: 6,861) McDonalds does around lunchtime. It's more indicative of the prevalence of lazy fat Americans than it is of NOM support.