In Portland retail stores require you to hand sanitize every time you enter which becomes a bit cumbersome if you enter a few stores during a trip. And yes, the extra effort has a cost, because I've been told to sanitize in front of employees who are interacting with groups of customers at close distance (while masked tbf). At the end of the day humans have a small set of things they can juggle in their minds and that focus should be on ventilation, spacing, and masking instead of wasting focus on unnecessary surface cleaning.