like most intelligent money making entities marvel thinks anything and everything is to be exploited in the media
so really if you are getting riled over the idea of them exploiting icy gayness and not 5000000000 other things it says more about you than it does them
No, it means everything is not worth or even necessary to exploit, as it--in reference to your $ point--has no bottom line benefit. The reason it has no bottom line benefit is just as I mentioned earlier: no one gives a crap, particularly when companies pus$y out by playing it safe with (more often than not) C-list (or lower) characters.
They want to make a statement? Then do that with Spider-Man, Batman or Captain America, not characters who (ultimately) do not mean two craps to the mainstream audience or the bottom-line ancillary market.
...and a few supporters or dissenters in social media means little