While generally people don't care as long as it's not brought up, that doesn't mean some people don't care. Coincidentally, I've just came across this post while browsing through Reddit:
https://www.reddit.com/r/askgaybros/comments/v5437l/im_tired_of_having_to_fight_to_be_treated_human/
Awful situation, and looking at his profile, this doesn't seem like a made-up story either. If things like that happen in a country like Canada, it's clear even the west has a long way to go before things can be truly equal. This is why I support any movement that aims to bring awareness and normalize LGBT people, including companies trying to capitalize on pride. Societal changes only happen when there's a push for change coming from somewhere, and a good message to the general public, even with the ultimate goal being virtue signaling and increased profits, still engages people to make those necessary societal changes. That doesn't mean I think companies should be forced to make a political statement though. I believe EA, as a private company, has every right to not want to get involved, and I don't aprove of people trying to force them, however, I do see value in companies that do want to do something.