The constitutionally clueless owners of these companies evidently do not understand the following. Constitutional rights are not established by the whim of activist justices. Constitutional rights are established by the states amending the Constitution to expressly protect a new right. So if these misguided companies want to protect gay rights within the framework of the Constitution then this is what they must do.
These companies must work with Congress to propose a gay rights amendment to the Constitution to the states. And if the states choose to ratify the amendment then gay rights will be constitutinally protected and these companies will be heroes.