There are a few ways to look at this, of course free market economics is my go to

I have argued in the past around the cake store in Colorado that refused to bake a wedding cake for a same sex couple that it was their right as a business to refuse service to anyone they saw fit, full stop.


Government and court had no business getting involved.

BUT

With every choice comes potential consequences much like Newton's 3rd law "For every action, there is an equal and opposite reaction" and business is no exception.

Risk is part of the definition of being an entrepreneur.

By refusing service to a particular individual(s) or group, one risks cutting off a possibly large revenue stream and thereby adversely affecting the bottom line. Another possible consequence would be an enterprising entrepreneur setting up shop down the street catering to all and thereby capturing the rejected business as well as potentially capturing many more of the first shop's remaining customers.

Here now is case in point (outlining the first consequence mentioned above) as to why these types of decisions have to be very carefully thought out and in many cases, it's best to remove the emotional and personal feeling component from them.  

It also re-enforces that if left alone, the market takes care of things like this, no govt or court intervention required.