I think in this particular case, it's because:
1. It's a woman saying this.
2. It's a young girl who doesn't know how marketing works.
3. WB thinks that Gunn knows what he's doing.
I was curious about this and looked up the execs at WB.
Apparently, the person who is responsible for this shit is this feminist dumbass named Pamela Adby.
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She's responsible for a bunch of weird agenda driven slop such as the award winning box office flop Women Talking which is one of the worst movies of this decade.
Here's a very comprehensive review of Women Talking if you care to watch:
https://youtube.com/watch?v=aSIst5vo-uE
Also, I agree that they're pushing it still but that's one of the reasons why Hollywood is dying and why Warner Bros got sold to Paramount recently.
Also also, the veterans of Hollywood know not to push this, even if they are fully on board (that's why I've mentioned obviously gay dudes like Cruise, Smith and Reynolds keeping it to themselves).
It's like Michael Jordan said: "Republicans buy sneakers too" which basically boils dow to: DON'T MAKE PARTISAN STATEMENTS OR YOU WILL LOSE CUSTOMERS.