There seems to be some confusion here. To clarify, as a business owner, you can refuse service because:
- you don't actually provide that service,
- the customer can't or won't pay for the service, or has a demonstrated history of refusing to pay,
- the customer doesn't conform to a dress code or is otherwise disruptive to your business,
- you don't like him because he screwed your sister.
But you can't refuse service because you don't serve 'their kind,' and this is a problem?
Reciprocal this. I support individual and business owner rights in general, but if one is accommodating the public, one must accommodate the public fairly, without discrimination.
We're supposed to learn this at home and church or, failing that, in kindergarten. Be nice, play fair, and treat others the way you'd like them to treat you.
It's actually an interesting question, as decorations on a cake start to get into free speech territory.
In my opinion far too much has been subsumed under free speech. With cakes in particular, one is not expressing one's own free speech but is implementing the customer's free speech.
That's why I posed the question. If you will allow people to refuse service based on the speech content of their "decoration," you open the avenue to refusal of service generally.
"I don't sell wedding cakes, I sell the decorations on top and include the cake for free. And I won't write 'Happy Birthday Joe and Samuel' and thus you don't get the included cake either."
Or the print store, "Sure I'll sell you a sign, but not if it has 'Support Gay Marriage' on it because doing so imposes on my free speech rights."
I don't think that would (or should) fly, for the above. Even with a sign, you are being paid to implement the customer's free speech. Typically the employer's right of refusal is limited to what is offensive by community standards, and even in states without gender discrimination laws I think calling gay marriage offensive by community standards would be shaky legal ground. (Where gay marriage is legal, which will soon be the whole nation, it's not shaky ground, it's quicksand, waiting to devour the unwary without much sympathy from the rest of us.) And also typically, courts tend to react poorly to clever ways of continuing discrimination. As they should.