The new liturgy makes no claim that couples of the same sex can, in the ecclesiastical sense, marry. What it does say is more interesting.
The Chick-fil-A hullaballoo is a sad commentary on our society. It is a proxy war for the civil discourse we’re unable or unwilling to have over the issues that deeply divide us. I'm not opposed to peaceful demonstrations; I've participated in some myself over the years. But remember Newton's third law of motion: for every action there is an equal and opposite reaction. That’s what we've seen here.