Two of my best mates are gay and they liked the Strava pride feature. These small 'gimmicks' added up together amount to a wider movement of celebration of pride. I enjoyed making my rainbow rides a lot.
Damn, wish I'd known it was a feature.
I am dubious about big companies who play lip service to the QUILTBAG community, seeing it as a way to make a quick buck, or pinkwash their appalling records.
See firms that have a boat at pride, but then also invest in countries that execute gay people, or have fired, or passed over for promotion gay people.
As a dyke I do love to see rainbows and the like, but a company has to be fully behind it, and not just be paying lip service to the topic.
Twitter and facebook are particularly bad about this one...
J