Staying away
As for staying away - it will be another item that does keep people away.
Currently I will avoid transiting in the US unless it is sufficiently cheaper to allow for the hassle (security, collecting bags, re-checking in, more security etc). This is more hassle, and it isn't even free hassle - I have to pay to get a visa waiver (doesn't that make it a visa?)
And it will prevent me spending nights in hotels (o/n layovers), money in airport terminals, etc.
Instead I'll fly via a country that doesn't put all those obstacles in the way. T5 gets a lot of my business as a result, and to a lesser extent Amsterdam and Madrid.