It's quite a clever marketing tactic from DC. Their target audience isn't adult men who follow football, it's young ****agers who are far more liberal these days. They couldn't give a monkeys about upsetting anyone else, as they won't be the ones buying the comic. The more that older generations give it attention, the more the young liberals buy it. There is probably a massively growing young LGBT market for comic heroes with shared values.

Bond on the other hand is a disaster waiting to happen. Give us a more liberal Bond, away from the character that Fleming created and it's main audience won't follow it. You can see it coming a billion miles off.