Walmart and the gay market

I found an interesting story about Walmart. This company always seems to be making somebody mad so I found it interesting that this story was about Walmart joining a gay/lesbian group. For the story go to the story.
If this is a marketing ploy, I don't believe it's been tried before. It brings to mind some questions that will probably never be answered but I think it's more to bring another untapped segment of the purchasing public into it's stores.