Where is the States involvement here?

Because without it, the 1st does not apply.

It used to be any businesses' business was it's own damn business.
Not anymore.
That may be a good thing when the law is applied and enforced fairly but I doubt that will happen.

It's a long shot(cough) in consumer law but:
It could be related to 'steering' by a business if a certain majority culture is involved.
Suppressing one major venue or commerce outlet will deliberately push customers towards another venue.
Nobody can claim that the google/amazon/facebook/etc giants don't have yuge computer algorithms working on that furiously right now.