By "forcing"... I mean requiring him to do it as a condition of remaining in business.  I just don't feel that it's appropriate in this case.  This is not about treating people equally, in my opinion.  A personal service, personal touch, artistry, etc. is not about providing a business service.  This is where we disagree.  He is a bakery.  If a customer wants to buy a cake, he must sell them a cake.  He does not have to personally design one for a particular event.  If his ex-wife came in and demanded that he design a cake for her wedding to her new fiance, he can say, "I'm not doing that.  I'll sell you a plain cake, or you can buy one off the shelf.  You cheated on me.  I'm not going to make you a cake that says 'Happy Wedding' specifically for you."  It's not discrimination.  He can sell them a plain cake.  The decoration is his personal art.