For a start, it's apparently only "faith-based orgs" - whether that includes the Hobby Lobby's of the world, I'm not sure. Sounds more like churches to me based on reports, but I admittedly haven't looked close at the proposed legislation. The tried line is that the general intent is to prevent the forcing of faith-based groups (ie churches) to be governmentally coerced in to performing gay marriages if their dogma goes against it, etc.
Disney/Marvel threatening to pull all production from the State of Georgia if GA legislature signs the pending religious liberty bill into effect. Apparently, allowing faith-based groups to say who can and can't use faith-based group property is too discriminatory in this day and age.
Y'know outdated principles like property rights and control. Just little things.