I thought that opponents of marriage equality were simply trying to protect bakers' and photographers' free exercise of religion. It's almost as though their stated and actual reasons differed somewhat.
My first thought was that LGBT advocates should take every opportunity to point out the chicanery of groups like the NOM and the FRC. Then, however, I remembered how often our advocates have said that free exercise of religion should yield to anti-discrimination laws. We thus have two sides in the debate, both of which think that their preferred outcome should trump the First Amendment's free-exercise clause.