Let me clarify this for you:
Private business has a predetermined policy that they apply regardless of race, religion, gender, orientation etc. of the customer = Perfectly OK, (assuming the policy provisions are all legal.) It's an equitable application their rules.
Business owner offers a product or service and makes the same product or service available to every customer regardless of race, religion, gender,orientation, etc. = The correct way to run a business.
Business offers a product or service but business or an employee thereof selectively refuses to serve clients based on race, religion, gender,orientation, etc. = Discrimination
Employee of a business or government office selectively refuses to perform their job for certain customers based on race, religion, gender, orientation, etc. = Should be fired for not doing their job.
Business owner or employee thereof offers unsolicited advice to said customer about how they should run their life, according to that person's own religious beliefs = Being a dick.