You can choose what to create or not create in your private life, you are more restricted when it comes to running a business.
No you're not... or at least shouldn't be - that's the whole distinction that will have to be made here - it's the customer that's protected from discrimination not the individual products... you're not forced to support something just because a customer wants you to. A baker isn't obliged to go ahead any more than a newspaper is obliged to compromise his editorial stance and allow an advert that goes against it.