If you want to know how it works, a conservative activist (even I have a hard time not putting quotes around it) pretended to be gay and tried to buy wedding cakes from Muslim bakeries. He was refused at every location. There was no media attention; there was no state legal action against the bakeries. Before you call this a contrived example, be aware that the famous case that bankrupted the Christian bakery was precisely the result of gay activists targeting Christian bakeries.