Cynical ploy.
I kind of wonder if this is a false flag operation here, but again one couldn’t trust the media to describe it accurately.
This might be inspired by the cases in other states where bakeries that designed custom cakes were being bludgeoned into furnishing “gay marriage” cakes or else fined. It would be better to make this into a First Amendment buttressing law, whereby anything involving First Amendment protected expression could not be forced. Cakes, invitations, etc. with inscriptions for events considered immoral by the provider need not be provided by the provider. This is both wider and narrower than what appears to be proposed, and better targeted. IMHO of course.