They can
advise all they like. When a law gets passed that says private companies cannot refuse or degrade service to any consumer that refuses to disclose certain categories of information that are not directly relevant to the operation of the business with respect to that specific consumer,
then I will believe that the government is serious about this.
Right now, a baker can refuse to sell you a cupcake if you won't tell them your SSN. Your electric company can refuse to sell you power if you don't tell them your SSN. The phone company can refuse to give you dial tone. They can even refuse to serve you if your SSN has too many fives in it, or not enough. The character of the SSN currently assigned to you is simply not a protected class for anti-discrimination purposes, even though the difficulty in changing it is somewhere between one's race and one's religion.