I noticed a Pride commercial on TV that made me want to vommit. Not 100% sure that I remember who the sponsor was, so I won't bash them for it here. Then, another group of forums that I frequent changed their background color scheme to rainbow colors. I didn't put 2 and 2 together, until another member outright asked what the color change was about. A forum moderator said it was to honor Pride month. Then the next time I visited the forum they had a Happy Pride!!! banner across the top of the page. In neither the tv commercial, nor the internet forum acknowledgement, was there any verbal reference to gay or lgbt. They just encouraged everyone to celebrate their Pride. Very subversive, imho. They want it to seem so common, and normal. It's intentional branding of a positive word, which they want the whole world to associate with their movement. It's Sodom and Gomorrah in a rainbow basket.