I dont think the message is for the public.
They have a "problem" in the Org (in their own opinion) and this is how they are trying to address it.
I know several people who are non practicing gay people (is that a socially appropriate term? I am not sure?) In my awareness they are tremendously popular with the "flock" and are cutting edge successful in the old dreaded world career wise also.
Its a small but growing threat from within I think.