Their highly paid marketing gurus made the call that this will gain them more market share than it will cost them. Will it? I dunno. Maybe, maybe not. There is probably a "halo effect" among incorrigible liberals. The total market sales of $1000 cameras to gay black couples with children probably doesn't amount to much more than a rounding error.
The target of such ads isn’t just the 3% homos, but also the larger cohort of libs.