That's a typical but significant misrepresentation of the bakery case. The baker was/is completely willing to serve gay individuals in any capacity aside from c

That's a typical but significant misrepresentation of the bakery case. The baker was/is completely willing to serve gay individuals in any capacity aside from creating customized cakes for gay weddings. He would have been fine with the gay couple buying absolutely anything in the store, including pre-made cakes that could be used for a wedding, and he also offered to create customized goodies for any other service including wedding showers -- but the one thing he would not make is the centerpiece cake for the wedding itself as he felt it would require him to personally 'endorse' their marriage with what he viewed as customized art, something the price tags these cakes carry tends to validate. Most people do not intuitively see wedding cakes as art, but you can see the issue much more clearly if you view him as a literal artist. An artist refusing to sell a print of one of his pieces to a gay individual because they were gay is illegal and absurd. An artist refusing a contract because he felt the piece requested would endorse homosexuality, which went against his personal views - is not unreasonable. --- As for companies positioning themselves for the future, I think you might be surprised if you decided to do some searching for information on the aggregate views of generation z. Political trends in the US are on a pendulum. One side goes batshit insane in one direction which results in the growth of a major counter culture which eventually reaches a happy medium but then they themselves start to go batshit insane in the other direction, breeding what would now be seen as a counter-counter-culture to people who have lived long enough. This repeats seemingly to no end. The 60s created the 80s which created the 2000s which is now creating the 2020s. Probably not coincidentally that 20 years is just about the length of time it takes for a new generation to come into its own. Oh well, we can all at least look forward to the 2030s - Mars and political sanity!