Bhagavad Gita

ನ ಬುದ್ಧಿಭೇದಂ ಜನಯೇದಜ್ಞಾನಾಮ್ ಕರ್ಮಸಂಗಿನಾಮ್ ।
ಜೋಷಯೇತ್ ಸರ್ವಕರ್ಮಾಣಿ ವಿದ್ವಾನ್ ಯುಕ್ತಃ ಸಮಾಚರನ್॥೨೬॥
na buddhibhedaṃ janayedajñānām karmasaṃginām |
joṣayet sarvakarmāṇi vidvān yuktaḥ samācaran||26||

Gist of the sloka:
For those who are ignorant of real karma [yoga] and who are attached to rewards, should not be discouraged. One who is wise and understands the karma yoga, by performing his actions, should set an example for them to follow.
Society consists of variety of people with different mentalities and maturities. Each will behave according to what they believe in. For one who has the right knowledge, they might appear as superstition.
Seeing such situation, one should not jump in to humiliate them. A person might be worshipping a bland stone after giving it a name of demi-God. He would have immense belief that the rock is protecting him at all times. He would have surrendered to such a rock. Maybe it’s not the prescribed way as per the scriptures and might be prohibited also.
One should not mock them or humiliate them. They would be surviving the great difficulties because of their belief, probably passed on by generations. Lord who is the source of all sounds, words and entire universe would also be present in such rock and accepting the worship. Lord would also be delivering the protection/blessings through such a rock.
One should never mock such people. Rather, over a period of time, by setting the example by personal behavior and by giving right knowledge, those people should be corrected. Even such action should be done with complete detachment of the results and belief in Lord.