Time to play hardball
Pence, indeed, has a long history of fighting against gay rights, and a look at some of the people he had around him during the signing ceremony makes the intent here pretty clear:
seem to understand it perfectly well, and other officials have been letting the cat out of the bag. If Pence is surprised at the backlash, chalk it up to the right wing's epistemic closure problem -- in their bubble world of alternate reality, they genuinely don't realize that the majority of the country doesn't share their prejudices. The economic boycott is a particularly apt response in this case since it makes the miscreants feel shunned and rejected and despised -- exactly the treatment they themselves are trying to protect when aimed at others.
Pence and other officials are now making noises about a new bill to "clarify" the law, but it seems clear that any such amendment would be merely cosmetic, aimed at quenching the firestorm while still protecting discrimination.
I believe that the powerful wave of revulsion this law has triggered should not be wasted on such phony concessions. This law is no ordinary act of Republican stupidity -- it's a concrete step toward the theocratic goal of legally and officially making those who offend the Christian taboo system into second-class citizens. In response to such a declaration of all-out war, we must demand unconditional surrender. Pence and the legislators who voted for this must be given no chance to save face. They must be made an example of. The pressure must continue until the original law is repealed, or modified in such a way as to completely negate it. Nothing less will do.