It would be smart marketing
I remember an interview with Wayne Demilla a while back, and he said that one of the main reasons behind Bodybuildings current downfall, is that it is no longer supported by the Gay community.
Wayne said that the gays were the major source of support throughout the 70s, and 80s, and once the guts started getting out of control, it lost a lot of support from them.
I suspect that he is probably correct.