Some good answers. I can see some education is in order and so, fortunately, I'm here to help.
There is a difference between discrimination based on taste and personal prejudice (RAYCESS!). For example, if I prefer Taco Bell to McDonald's, that is personal preference. I'm not comparing providers to fast food, they cost much more, but the principle is the same.
Now, if Taco Bell has a policy of not serving blacks, that's not personal preference it's discrimination. It's sort of the definition. I am NOT suggesting providers have any obligation to service people they don't want to see. And, yes, people have a right to be racist. Most are.
But don't conflate the personal preference of the buyer with a policy of blanket discrimination. And not one of these rationales for the NBA policy holds water. It's basically saying even if you're on P411 with seven okays, or have great references you can't be seen. Whether you agree with the policy or not, call it what it is. RAYCESS