This was all brought about by the flawed, unconstitutional Civil Rights Act of 1964 and the whole idea of “public accommodations,” which was invented to justify it. Business owners should always have the right to refuse service to anyone, for any reason.
Most of today's conservatives never get to the heart of the matter--protecting property rights, and the corresponding right to do business and contract with those of your choosing--since they think an exception can be carved out of the law on the basis of religious liberty. It's just so mean-spirited, politically incorrect, racist even, to believe an ordinary American should have the right to "discriminate." So rather than go full-tilt against the state's invasion of individual freedom and suffer the name-calling that inevitably follows, they settle for the "I strongly believe" exemption.
Aside from Sen. Rand Paul, who has no doubt backed off from his earlier criticism of it by now, is there even one sitting politician who shares your opinion on the flawed Civil Rights Act of 1964? They all know the consequences of touching that third rail.
This is how far we've progressed in 50 years, from forced racial segregation to forced same-sex cake-baking. When will the American public realize that using the force of government to achieve some social goal is not good for society?
Or for no reason at all.
It's THEIR business.