"Through the 1900s people exercised their "individual freedom" to refuse business to those in minority groups. "

You're whitewashing the governments role in this at the state level. We have recorded cases of some southern businesses attempting to serve blacks right up until Jim Crow laws passed by the state threatened them with penalties. Remember, it was the cops who pulled Rosa Parks off the bus. That's government, not the market. Now, I'm not saying that absent these laws that we would have had some utopia without racist businesses, but it just irks me to see people conveniently forgetting the government's role in enforcing the Jim Crow cartel.

"Is there any difference in principle between the taste that leads a householder to prefer an attractive servant to an ugly one and the taste that leads another to prefer a Negro to a white or a white to a Negro, except that we sympathize and agree with the one taste and may not agree with the other? I do not mean to say that all tastes are equally good. On the contrary, I believe strongly that the color of a man's skin or the religion of his parents is, by itself, no reason to treat him differently; that a man should be judged by what he is and what he does and not by these external characteristics. I deplore what seem to me the prejudice and narrowness of outlook of those whose tastes differ from mine in this respect and I think less of them for it. But in a society based on free discussion, the appropriate recourse is for me to seek to persuade them that their tastes are bad and that they should change their views and their behavior, not to use coercive power to enforce my tastes and my attitudes on others." - Nobel Prize winning Economist Milton Friedman (1962)