So you are okay with him losing his business? Even though he sold them every day items and thought of them as friends?
ETA: I wrote this with Jack Phillips in mind, forgive me if I'm speaking about a different incident than that which you are referencing.
1) If he sold to them on a regular basis, why the discrimination in the first place?
2) As far as I've seen, he's not losing his business. He's choosing not to make wedding cakes any longer.
Do you not understand that it is illegal for a public entity to discriminate on the basis of race, gender, creed, or sexual orientation? Illegal. That's Colorado state law and if he had a problem operating his business while abiding by the law then he probably shouldn't have opened in the first place.
Either way, he's making a choice to stop doing wedding cakes. A CHOICE. No one is forcing him to stop, he's doing that all on his own.
And, for the record, the Mullins couple was married in Massachusetts, he was not participating in ANY wedding. They wanted a cake for a reception back in Colorado after the fact. He discriminated against two people and now he is complaining about facing those consequences.