I totally agree with you about them truly believing they will go to hell. What I find the most ironic about religion is the ability according to the Bible to just ask for forgiveness no matter what the sin or violation in the Bible that states it's wrong. Like a killer for example, the Bible says that thou shall not kill so does that mean if someone kills somebody all they have to do is ask for forgiveness and can enter heaven. Same with thou shall not commit adultery but many men do and under religious doctrine all they have to do is ask for forgiveness. When you look at it from that aspect those who commit sins under the guise they can just ask for forgiveness probably do discriminate just because of the lifestyle and not because the Bible says a man should not be with another man or a woman with a woman. I genuinely believe though that people who find themselves losing their businesses, homes and lifelong savings to fight in court against having to create artistically for same sex weddings believe in the scripture whole heartedly. They really believe that heaven and hell exist and they adhere to the doctrine of their religion seriously. That's why I think there are so few of these cases in court, most people would just do it and ask for forgiveness, while a few take following the rules of their doctrine seriously.