corporate pride, box o’salt
Sooner or later *everyone’s* identity gets coopted as a marketing opportunity (eg “what does Coke have to do with being Black?”). Typically this involves movies or alcohol, although it shows you how much homophobia still exists that people aren’t trying to market more LOOK WE HAVE QUEERS IN OUR MOVIE.
I suppose I should be relieved that Jewishness gets used mostly to sell terrible wine, sketchy politics and Fiddler in the Roof tickets. I hate that musical.