You're just all over the place in points and analogies. It does matter if he's served them before. He did. He doesn't want to do this particular service because he feels it violates his beliefs. That's a huge distinction. 
And your analogy about the woman dying is just way off, it isn't even the same scenario. And he didn't refuse to serve white people, just like he didn't refuse to serve them. He just didn't want to bake this gay wedding cake. I mean, go get a cake elsewhere.