A Tesco spokesman said: "We would ask Jedis to remove hoods. Obi-Wan Kenobi, Yoda and Luke Skywalker all went hoodless without going to the Dark Side."
I don't remember it ever being said in the movies that Jedi HAVE TO have their hoods up at all times in public, so it's not G-canon and they shouldn't treat it like an essential part of their religion. Credit to the Tesco spokesman replying with humour and not just saying "FUCK OFF YOU SADDO!"
There is nothing in the movies or the EU (as far as I know) that indicates that the hood must be worn up. It seems to be used more to keep a low profile than anything else.
That said there isn't much more that they can hold on to due to the problem of them not being Jedi because Jedi don't exist.
Lucas should go in wearing a hood, and say I WANT TO GIVE YOU LOTS OF LUCASH BUT NOW I CAN'T, SITH-LIKE TESCO CORPORATION! and then pass out drunk in the pastry department after relieving himself over the frozen peas.
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