I use a flip front helmet and if possible will always use the Pay at Pump option. I wont remove my helmet because I suffer from Alopecia and that would be embarrassing for me.
I always get off my bike and put it on the centre stand so I can make sure its filled up full.
If they insist I must remove my helmet then I will just go elsewhere.
Another thing to consider is.......
Most supermarket garages have only the Pay at Pump option after hours where the kiosk is closed. How do they intend to enforce this when all you need to do is fill up later at night..