It's like Hollywood, where most actors are still firmly in the closet, especially most actors who think they have a shot at the A-list.
They stay in the closet because they know they won't be offered A-list roles if they come out. Is that because the industry is homophobic, or the fans are homophobic? Well, not exactly, it's because the executives who approve the big money-casting decisions may not be homophobic themselves, but they assume that enough audience members are homophobic that they don't offer big-money roles to anyone who's out. So the end result is a homophobic industry that openly discriminates with job offers, because everyone assumes everyone else is homophobic. It's probably the same, when it comes to hiring jocks for beer commercials.
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