A bakery’s refusal to sell an undecorated white cake to a same-sex couple for their wedding reception was intentional discrimination on the basis of sexual orientation in violation of the Unruh Civil Rights Act. The policy turned on the buyers’ sexual orientation as the sole basis for denying them a product sold any other customer. Also, the bakery did not “cure” its violation by referring the couple to another bakery that did not discriminate against same sex couples. The unadorned cake was not pure free speech. The bakery’s free exercise of religion claim also lacked merit. The free exercise of religion does not exempt the bakery from conforming its conduct to the religion-neutral Unruh Act’s antidiscrimination requirements even if compliance poses an incidental conflict with the bakery owners’ religious beliefs.