bradw
Member
I think Tom has hit the nail on the head here.
But the content of the message is the important thing. If the message is negative or hateful, it can be treated differently than a positive or neutral message.
If you make cakes saying "Congratulations, Jim and Jane" but refuse to make cakes saying "Congratulations, Jim and John", then you're engaging in discrimination because the content of the messages is the same and it's just not serving gay customers the same as other customers.
If you make cakes saying "I'm sorry to hear you have cancer and hope you get better" but refuse to make cakes saying "I'm glad you have cancer and hope you die horribly, you cheating whore", then that's fine because the negative content of the latter message means that it can and should be treated differently, even though it's perfectly legal to tell people that you hope they die of cancer.