Why can't retail businesses just do what they are supposed to do: sell stuff to people that want to buy stuff. Keep politics out of it. Sell to anyone whose money is green.
A hardware store in Tennessee first put up a sign telling gays that they weren't allowed, then took that sign down and put up a weasel-worded sign telling evangelicals that they weren't welcome.
The first sign was pretty blunt, "No Gays Allowed." Not subtle, but gays would just find another place to shop. The new sign is: "We reserve the right to refuse service to anyone who would violate our rights of freedom of speech and freedom of religion." That sign is intended to keep radical fundamentalist evangelicals out of his store.
I work in San Francisco. I routinely see evangelicals trying to push their beliefs and religion onto others. Conversely, there are a lot of gays in San Francisco but they don't harass people and try to convince them to become gay.
If the owner doesn't want gays in his store then he should have kept the original sign. Gays would just go to another store. Now he is offending evangelicals who pride themselves on violating other people's freedom of speech and freedom of religion.