Being homophobic is socially unacceptable.
Jerome runs a bakery and an openly gay couple arrives to order a wedding cake for their upcoming ceremony.
Jerome needs to decide whether to accept their order.
Jerome exclaims that he'd be happy to take their order, and bakes them a delicious wedding cake.
Jerome exclaims that gay people shouldn't be allowed to get married and refuses to serve them.
Jerome's cake is appreciated by the wedding guests, and he gets a ton of positive exposure for this bakery.
Jerome's actions go viral on social media, and he loses a ton of business.