To me the lawsuits come across as "waaaah! He won't take my money! Please, someone make him take my money!"
I think it limits competition and the opportunity for new entrepreneurs to offer a competing service/product.
If someone were to become known as the bigot baker, someone would start a business to offer services to those denied. That's the way a free market works. That way you are giving your money to someone who doesn't hate you.
By FORCING them to hide it, there are unintended consequences such as not helping support someone you'd RATHER support.
Is there any place locally you avoid because you know something about the owner that makes you boycott the business? Why would we not want to boycott a bigot?
Now, I haven't read this new law so like I said I don't know if this is the solution or just going to make it worse. But I do think the histrionics & drama over it are most likely a little over the top.
The first time someone uses the law to deny someone service, let's see what happens - then freak out... ok?