first you decide that you want to ban the burqa/hijab because it's indecent and you want to assert the state's power over a minority (keeping them economically isolated in crappy suburbs with aggressive policing not being sufficient to garner votes, apparently) [Geert Wilders] and then you look for justifications for banning it [shifting stance to banning any type of face covering].
There's simply more context to the general ban than just Colman's analysis.
Secondly, adopting a general ban is not un-clever in the face of Wilders growing popularity: it shows Wilders again for what he is - a totalitarian who discriminates against anything that has to do with Islam.