“We don’t serve coloreds here”
If a gay person walked in, picked a cake off the shelf and said "I'd like to buy this cake" and was refused for being gay, that's a different story. As in that would literally be a completely different story than what happened.
The question in this case was not whether the baker would sell a cake to a gay person (he was willing to do so), it was whether the baker had to make a cake with a particular message that he felt violated his personal and deeply held beliefs.
>The Colorado Court of Appeals ruled that Mr. Phillips’s free speech rights had not been violated, noting that the couple had not discussed the cake’s design before Mr. Phillips turned them down.
"We don't serve women here"
"We don't serve Chinese here"
"We don't serve emacs users here"
"We don't serve zerg rushers here"
"We don't serve pubg players here"
"We don't serve Ayn Rand fans here"
"We don't serve sex offenders here"
"We don't serve bearded fellows here"
"We don't serve tank top wearers here"
"we don't serve smokers here"
"We don't serve short people here"
"We don't serve underhand servers here"
"We don't serve pedophobes here"
"We don't serve <subset of humans> here"
It doesn't matter. It is his choice and his business.