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It's all a ploy to sell tickets and merch. When they give out Hello Kitty keychains and jerseys the ticket prices are always higher. Same thing with all the heritage activations (ethnicity celebration games, firefighter celebration games etc) and it does work.
I have mixed emotions about it.
My feeling is have all the themed days you want, and stock the team store with rainbow hats (or hello kitty, or whatever.)
Issue for me is changing the uniform, as it puts people in a weird position. While I think the pitchers here are bigoted and homophobic, I support the choice they have to wear the standard hat (which, if I’m understanding it correctly, they always had the choice to simply wear the bog standard hat: the decision to write bible verses is where they crossed the line).