It's discrimination, but personally, I think a business owner should be able to refuse service to anyone they don't want to serve. Yes. I mean it fully.
I don't want to give money to anyone that don't want to serve me, and I don't want to force them to serve me either! I'd rather take my money somewhere else. If that doesn't speak, then so be it. The law should enforce crime (murder, battery, etc.), not people getting their feelings hurt.