Identifying your product with any individual has an inherent danger that the individual will do or say something that will reflect badly on your company and product. Bill Cosby comes to mind. He had to be the lowest risk person any company could identify with. Yet, look what happened. Now, imagine putting a trans person on the label. There’s a fifty percent chance that person might commit suicide. There’s a non-zero risk that person will be involved in some sexual scandal.
Having sat in on some corporate board meetings, I can tell you that one of the fist questions is what is our liability if this goes badly? It’s almost as if the corporate board here is as bad as the ones running the Silicon Valley Bank.