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I think this is an interesting point that is brought up:

"To Phillips,his claim that using his artistic skills  to  make  an  expressive  statement,  a  wedding  endorsement  in his  own  voice  and  of  his  own  creation,  has  a  significant  First Amendment  speech  component  and  implicates  his  deep  and  sincere religious  beliefs."

This isn't really an angle that I thought about upon first hearing about this case. That being said (and without full knowledge of how this individual runs his bakery), I can't really agree that this is a valid argument, because I do not agree that baking a cake for someone constitutes a "wedding endorsement", unless the baker evaluates the strength and validity of the relationships of each couple he services. I cannot imagine that being a common practice among bakers...