It matters to various degrees.
This did not rise to the level of outrage of the baker asked to inscribe a cake to a “gay marriage.”
I can choose to do business only with left handed redheads with green eyes if I wish. Or not do business with left handed redheads with green eyes if I wish.
There might be exceptions for life or death situations but other then that my right to choose who I do business with should be inviolable.