Alienating(verb)- To cause (someone) to feel that she or he no longer belongs in a group, society, etc.
The content in which the word is being used is, “While HotBlack is not the first café to withhold Wi-Fi from the public, industry experts said such shops are in the minority and risk alienating customers.”

Article: Coffee Shop Skip Wi-Fi to Encourage Customers to Actually Talk.

With my encounter with the word alienating I thought the word meant to separate the customers from people who want to go to the café for Wi-Fi from those who want to socialize. But, after doing research on merriam-webster.com the definition in two words are to feel unwanted. The speaker did not want anyone to feel unwanted based on no Wi-Fi.