Marketing, sure. But with a label like that, you've got to suspect the target audience is our people. I think it is friendly tongue in cheek, not mockery. Almost everything in commerce involves marketing. It is not all giant corporate control, and even giant corporate marketing is not automatically sinister.
( Come to think of it as a left handed person, ...the word "sinister" is a disparagement against lefthanders, but I digress)

Purchasing power had no impact on the SCOTUS ruling that allowed for marriage equality.

Of course we are targeted as a group. There is nothing that will not be exploited for profit under capitalism. If bigots were a larger market share then companies would be marketing to them too.

Unfortunately that's just how things become normal and accepted in this country. I can think of worse ways.

Google is your friend. Big gay ice cream was started in New York by a couple with an ice cream truck. Not a corporation exploiting it as a gimmick.

Completely. Exploitation marketing.