Meanwhile, in the automotive industry...
This isn't "redefining tough" (which still means the same thing when pertaining to a truck: the opposite of brittle, able to resist damage when driven roughly). It's putting glittery paint on a product to pander to a tiny percentage of the population, of whom an even tinier percentage would actually buy such a tacky vehicle.
Look, I think we get that gay people like beer, sports, and trucks too. If Ford or Adidas puts out an ad targeting gays, I might not like it, but I won't care much either. What annoys me about this kind of advertising is that it's not directed at their target public, the LGB*.* who buy beer, suimsuits, and cars. Rather, it's sanctimonious scolding addressed to
me and lecturing
me over my wrongthink.