It’s not all that different. The argument basically comes down to one of speech and artistic expression. Hear the government is requiring you to support a position with your speech and artistic expression. This is completely different from, say, housing. Refusing housing to someone based on their sexuality is clear discrimination. Refusing to bake a cake, to build a website, to support a position to disagree with, is government coercion of speech. I have absolutely no problem with the same sex marriage, transgender rights, any of that, but I do have a problem with the government forcing speech and expression.