I don't think it is a hoax, just misleading. The article gives a clue, and that is only if you make purchases through the gay website from Wal-mart do they get 5%. So it does not apply to all on-line purchases like implied in most of their statements.
The WalMart affiliate program offers 5-12% commission on ANY website that joins their program. The AFA is VERY MISLEADING...WalMart will pay any website a commission, I doubt the upper levels of WalMart management are even aware of the groups that join the affiliate program.