But I specifically said you shouldn't refuse general business. My view is that you shouldn't be forced to customise your products in a way that conflicts with your own artistic, moral, or whatever integrity. Another example: you're a tailor. You make sexy lingerie. Someone wants you to make a peephole bra for a three-year-old. It's probably not illegal, as a garment in itself. But you personally find it abhorrent and against your personal ethical and moral code. Should you be able to refuse that? What about the damage to your business if you become the "tailor who made the toddler peephole bra"? Similarly, if your cake shop operates in a tight knit religious community, what about the damage to your brand if someone forces you to make a cake with a message that conflicts with that community's (albeit bigoted) beliefs?