I think the right to reserve service is limited. Like you can refuse to serve an alcoholic alcohol or if someone is dressed inappropriately, etc. but you can't refuse service based on race, sex, ethnicity, etc. And based on the case of my local guy (not OJ), he was being discriminated against for an accusation of which he was found not guilty of in a criminal trial and therefore it was unjust. To me it sounds pretty similar to this OJ/restaurant thing (although OJ is saying it was based on race, not repuation)