It wasn't that some gay person came in and wanted pizza for a wedding, that was the hypothetical that the owner's daughter offered up as an example of where they would use the law to refuse a potential customer.
Marshal Duncan, - I realize that this story arose from a reporter going and asking the questions, but I don't think their reporter put a gun to this woman's head and forced her to appear on camera or make a statement. She seemed to be perfectly willing to open her mouth and give her opinion. She of course had one simple option that she had every right to make (but like Ron White, apparently not the ability) and that was just keep her mouth closed. Once she decided to toss her opinion out in public, then she can't turn around and complain that others come forward and proffer their own opinions in response to her opinion.
With that being said, I think the response has been over the top to a large degree. (To certain individuals and businesses, not the stupid law that Indiana passed, which when you look at lawmakers who introduced it was clearly designed to allow for discrimination against gays by their own admission.) Kind of like I feel after a while how the response to the SAE thing actually overwhelmed the actual events and kind of became "too much." It's not like a bunch of stupid 19-20 yr old drunk college students are the equal of Sam Crow or Gov Wallace standing in the door of the local school refusing entry to black students. What the did was offensive and the "lynching" portion of their little ditty was disgusting, but the response by some in many respects wasn't much better.
But to address HSH's point - (IMHO) Supporters of gay rights, civil rights, etc., would actually be served better by turning it down a notch and keep their ammo dry for events which are truly worthy of their scorn. When you treat every little slight (like some small town Indiana pizza shop owner pontificating about under which circumstance they may refuse to serve a gay couple in a hypothetical manner) as if it were a repeat of the Matthew Shepard incident, after a while your complaints are going to fall on deaf ears. The law itself (pre-amendment) was worthy of raising a significant stink about given it's potential for being used as a tool to deny gay citizens of Indiana equal housing, public accommodations, etc. But to go equally hard against some backwoods pizza shop with such hostility, as if they poised the same ability to deny anyone equal rights under the law, really does nothing to help you advance your cause. Pointing and laughing at them would likely be a far more effective response.