barefootlover saidI actually do not agree with this. If I run a bakery shop, I should not have to provide any cakes that are anti gay. Yes, I have to serve everyone, but I should not have to make any cakes with anti gay messages. If a baker was refusing people just because they are gay, that would be wrong, like they won't even sell a loaf of bread to a gay person. Then that is discrimination. But if there is a certain type of service or certain messages they don't want to provide in their bakery, that should be the right of the business owner.
I think if the content of a message being furnished were at issue, the state would not have a case, under freedom of speech grounds. It was not that the florist refused to provide any written message with the flowers that got him/her in trouble with the law, but that he/she simply refused to proved the same service they do for others - that is floral pieces. In some states, like California, it is even illegal for a commercial business to discriminate against anyone for any non-commercial (e.g., not No Shirt No Service rules) reason - not just discrimination on the basis of sex/race/religion/sexual orientation, etc. For example, a restaurant cannot refuse to serve someone because they are blond.
But, if a restaurant doesn't want to serve pizza, , they should not have to serve it because someone says the restaurant is discriminating against people who like pizza. They aren't discriminating against people who like pizza. They just don't want to provide that particular food. They have nothing against people who want to eat pizza. They just don't want to serve it in their restaurant. The same is true with gay marriage. If someone does not want to serve that kind of marriage, they should not have to. Now, if they refused to provide any flowers (i.e Mother' Day) just because they are gay, that would be discrimination. But, if they have chosen not to provide services for gay weddings, that's should be the business's choice, just like a photographer may not want to take any pictures of gays that are pornographic. Nobody should be forced to provide a service, if they don't want to. They are objecting to serving a gay wedding, not gays themselves. They would gladly sell any gay flowers for a birthday or Mother's Day, Valentines, but they don't want to serve a gay wedding. Then that is not discrimination. They are just choosing not to provide a particular service like a gay wedding, just like a restaurant may choose not to serve pizza.