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I don't understand how offering shirts on his website is "pushing his agenda". Chances are, the majority of people visiting that website are there because they are interested in his coming out.
My guess is that his publicist (or whoever the hell else manages his website - I guarantee that he doesn't do it himself) made the decision to create merchandise that most fit what the visitors of the site would be interested in buying. It's standard sales practice. No more, no less.
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