From Capitol Hill in Seattle to Dupont Circle in Washington, gay bars and nightclubs have turned into vitamin stores, frozen yogurt shops and memories. Some of those that remain are filled increasingly with straight patrons, while many former customers say their social lives now revolve around preschools and playgrounds.

Rainbow-hued “Just Be You” messages have been flashing across Chase A.T.M. screens in honor of Pride month, conveying acceptance but also corporate blandness. Directors, filmmakers and artists are talking about moving past themes of sexual orientation, which they say no longer generate as much dramatic energy.

The Supreme Court on Friday expanded same-sex marriage rights across the country, a crowning achievement but also a confounding challenge to a group that has often prided itself on being different. The more victories that accumulate for gay rights, the faster some gay institutions, rituals and markers are fading out. And so just as the gay marriage movement peaks, so does a debate about whether gay identity is dimming, overtaken by its own success.