You are talking about this case, but i am talking about the larger societal implications of how we treat corporations and people. In terms of the technicalities of the ruling, you're right - to the supreme court, it doesn't matter what kind of business it is, but it should.
The corporate owners as individuals shouldn't be compelled to do anything - the corporation should be. By conflating one with the other we are heading even farther down the same path of ever-growing corporate power and ever-shrinking corporate responsibility. If you are allowed to run the corporation as an extension of yourself, but not required to take full responsibility for the corporation's actions, that is a big fucking problem.
Anyone who cannot separate their personal beliefs from their corporate responsibilities should probably not be running a corporation. Anyone who can should probably be viewed with extreme suspicion.