See, there again, you're fixated on the sex part of gay identity and relationships. In reality being gay, just like being hetero or something in between, is complex. There's a sexual component to relationships and an individual's desire for intimacy but then there's everything else that has nothing to do with sex. But being gay or trans in a world that is predominately not gay means being noticeably different. And some people just hate others because they are, and because they don't somehow fit in. Some are even willing to kill to show how much they hate.
When companies, institutions, or even individual people offer friendship to members of the LGBT community, they aren't promoting gay sex or trans sex practices. It's just an overture promoting tolerance and acceptance of everything else about them.
The issue isn't that gay/trans is being shoved down your throats; it's that people don't want to accept that these people exist and that they are treated normally like everyone else.