True, and I consider there to be a qualitative difference between different types of services. Here's a link that describes the distinctions better than I have: http://www.volokh.com/2012/11/02/ami...tography-case/
Yes, individual rights make no allowance for the perceived morality or popularity of a person's beliefs, that's the point.
And those who value non-discrimination for all commercial activities in the economy over First Amendment rights in the shared pursuit of maximized freedom should be required to change the legal compact of the nation through a Constitutional Amendment, not ignore it favor of rights that are not in the Constitution or for comparatively minor state interests (i.e. compelling non-discrimination in commercial activity involving creative services, as opposed to basic goods and services with far greater economic impact and less salience toward individual rights).
I'm fine if you disagree, I just want it known what you are disagreeing with.