The civil rights movement doesn't come to mind here?
"We don't serve blacks, it's our right!"
If you're job is to SERVE PEOPLE, you can't discriminate based on race/gender/sexual identity/religion... This bakery isn't specifically for Christians only. Until they refuse to serve Anyone who is Not the exact same religion they are, they have to serve Everyone.
Unless an *individual* is being refused service based on specific behavior Inside the place of business, refusing to serve them is bullshit discrimination.
Well then I expect this standard to be upheld, including cases like Alex Jones.