I don’t see how it’s that complicated. If you monetize your “creative expression “ and function as a business, you should follow all laws against discrimination that businesses follow. Free speech is irrelevant.
Example: you come into my business and exercise your right to free speech and I find it disruptive to business, you’ll be escorted out by the cops or me at gunpoint, even though, on a street corner, you can shout those profanities till your hearts content (unless the cops determine you’re a public nuisance). You can’t do it in my store.
Principal is the same: free speech has, by necessity, limitations when it comes to business. That these jackasses ignore that is a mockery of the whole judicial system.