But their rights are protected by the First. Every Hate Speech law that makes it to the SCOTUS is ruled unconstitutional, and I think everyone on has been unanimous. Not these 5-4 political decisions, literally 9-0 stating that Free Speech and Hate Speech are the same thing and they are protected.
So, it's clear that the purpose of the First is to protect hate speech. We as a nation literally value it first, above all the other amendments. So ... why shouldn't our businesses? Why should we allow something we value so much to be demeaned by anyone?
Speech that demeans on the basis of race, ethnicity, gender, religion, age, disability, or any other similar ground is hateful; but the proudest boast of our free speech jurisprudence is that we protect the freedom to express "the thought that we hate". United States v. Schwimmer, 279 U. S. 644, 655 (1929) (Holmes, J., dissenting).