If what the business doesn't want to do is adhere to the prevailing decency of civilization, then they should be forced.
I'm honestly not a fan of the moral-busybody model of government. Lots of people believe lots of things that would offend notions of prevailing decency. The LGBT movement probably wouldn't be where it is today if we adopted your theory of forced conformity.
Oh, and that "prevailing decency"?
Doesn't really support you on this. Shall we enforce it, then?
Sure it is. If you can get pizza from N-1 pizza places, you are less free than if you could get it from N pizza places.
This begs the question of whether freedom entails entitlement to the services of others. It doesn't. It may well be a good idea for the government to require that merchants provide their services without discriminating on the basis of certain innate characteristics, but we don't have to pretend that that requirement isn't an imposition limiting the freedom of the provider; or that it's absence is an imposition limiting the freedom of the requester.
[1]You connect yourself to the public roads and resources and participate in the social contract. You can't say "I sell pizza" but then selectively elect who can or cannot come in and buy pizza.
...
[2] so they've moved on from imposing their views on everyone else via law and are attempting to make it financially / structurally harder to be a non-Christian non-straight person.
[1] I don't buy most arguments that are based on a "social contract." Where in the "social contract" does it specify that taking all comers is a prerequisite (or consequence) of doing business? The answer is, "nowhere," because there's no such thing as a social contract. There are laws that should be followed (natch), but when there
isn't a law on point--and in most U.S. jurisdictions, there isn't--you'd need more to justify creating a new law than, "But roads!" That reasoning justifies every requirement imposed by government. "You use the government's roads, therefore you must do X" becomes true for every value of "X," which can't be right.
In any event, government impositions are the opposite of "freedom," which is the subject of the current discussion.
[2] Which side just destroyed a small business because the owners' daughter gave the wrong answer to a purely hypothetical question?