Actually, it makes a lot of sense. It would be great, to create a comic book character, and evolve him as a superhero, and give subtle hints, that he might be gay, and that the character comes out after a few years, much to everyones surprise (would take a LOT of hiding that information, yet still conveying it to the artists who work on them without leaking out as it would spoil the whole damn thing).
That would be much more natural, if you have an established character, and turn him gay for the sake of PR, that's just bad storytelling.