The distinction, though subtle, between denying service and not serving is critical. I sell (and only sell) Pepsi--not Coke. If someone wants to buy Coke from me, then although I'm not selling that someone Coke, I'm not denying to sell him Coke. On the other hand, if I do sell Coke but refuse to sell it, then that is a denial.
What if instead of coke you're selling a photography service. Coke = clothes on. Pepsi = naked.
Should you have the right to turn away clients who want you to film their 'Pepsi' honeymoon snaps? If yes, that's discrimination.
The term "discrimination" has a negative connotation (for good reason); however, not all forms of discrimination (from a denotative perspective) are negative. Let us presuppose that not all forms of discrimination are negative despite the prevalence of its negative connotation. I'm trying to use a broader more palatable use of the term.
Underlying my thought pattern is a distinction (a general distinction) between what we might dub as people discrimination and product discrimination.
On the "people discrimination" front, suppose you adopt a rule that says something to the effect that if you're willing to do for one, you're willing to do for all, and if you're not willing to do for one, you'll do for none. For instance, if I sell Pepsi (actual Pepsi--not the alternative naked example), then no matter who from a protected group comes to purchase a Pepsi, I'll serve them or else serve no one.
I am still being discrimatory, but it's not people discrimination but rather product discrimination. Whether my reasoning is based in bias or bigotry doesn't alter that. If I won't sell figurines depicting two guys holding hands, that might very well be based on homophobia, but the distinction still holds. If I'm willing to sell figurines depicting only men and women holding hands, then despite homophobia, I must be willing to sell figurines depicting men and women holding hands to anyone who wants to purchase them.
If someone accuses me of being discrimatory, they're right, and if they say its based on homophobia, they may very well still be right, but so long as I don't turn away homosexuals willing to buy what it is that I'm only willing to sell, then I should not be found guilty of both kinds of discrimation.
Now, if a person wants me to photograph them naked, and if it's not a service that I provide, then naked people are welcome to come see me, but since it's not a service I provide (as I'm only in the business of photographing clothed people) they're application won't even be accepted.
Only accepted applications will be approved or rejected. This particular point has more to do with what I originally said to which you responded to than your question that I addressed in this post prior to this paragraph.
Imagine three people using a bow and arrow trying to hit a target. Some try and succeed while others try and fail. A little boy walks up with no bow and arrow and says, did I miss the target? One says, "you didn't hit the target, so you missed the target." In this instance, although it's true that he didn't hit the target, it's not true that he missed the target.
If a gay couple won't be served because of time constraints, they aren't being refused service even though they are not being serviced. The point here is just to expound on the idea that words we use have implications.
Juma spoke of "denying service." Denying service implies not providing service, but the inverse is not true--kind of like how knowledge implies belief but not the other way around.