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The baker is not being forced to bake wedding cakes for anyone. If he chooses to provide such goods as part of his business, only then is he required to offer them equally. So if he dosen't want to do wedding cakes for same sex couples, not a problem - just don't do wedding cakes.
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Oh the baker can do wedding cakes. He just can't offer wedding cake services to the public. Read the statute again. It's about advertising not actual service.
You should read the law again "advertising" isn't listed at all. If the business provides the goods and services to the public then they are required to provide them equally. Now say the baker takes "wedding cakes" off his web site, but he still takes referrals from wedding planners and walk-in customers, that then is a good offered to the public.
He might think he's being cute, but if he refused to sell the same cake to a black couple, a Muslim couple, a Mexican couple, or a same-sex couple then a complaint can be filed. The cognizant state organization that oversees Public Accommodation laws could then investigate - if the bakers books show such services are being provided, then he's in violation of the law. Now if he want's to actually stop selling cakes as a function of the business - no problem. Even if he bakes a wedding cake for his niece privately and not as a function of the business - no problem.
Of course he could keep no records of such transactions in his business books, but if found out about it by the IRS he's have other issues - namely tax evasion.
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