will establish some sort of norm where people no longer feel that it's wrong to discriminate against BYU (and their grads). The ugliest permutation of that would be a scenario where people would actually feel justified in discrimination against BYU.
Again, it doesn't have to be about the homosexuality issue. They could have any one of a number of biases against BYU/Mormons/Christians, etc. but might be more likely to discriminate if this negative campaign continues.