That depends on whether the person ordering the cake wanted to make a point or not. They could have kept going back to the shop and asking for increasingly awkward slogans for the shop to make.If someone, whoever, in this whole process, could have just sat down and worked out all the expense and thought is it really worth all this - could it have been avoided?
'Christians who don't support gay marriage will go to hell'
etc
Not aimed at you Knocky:
What if the bakers were gay, and some god bothering tw@ asked for a slogan saying 'Marriage is a bond between man and woman'?
And if the baker was fine with that, pushing it further until they weren't?
What if the baker was a Muslim, and the customer wanted a cake mocking Islam?
Obviously there are situations when the company should be able to say no.