Well, best of luck to “him” [”her”? “it” sounds so much better] - so, best of luck to “it” with “its” newfound identity. But why on earth push it in other people’s faces? I, for one, was not interested before, and am not interested now.
I don’t really regard it as “pushing it in other people’s faces” that he made a public statement about this. Since he is well-known to readers of the LA Times sports section, and will be continuing in his position there un der a different name (can’t really expect him to go through life as a woman named “Mike”), some public explanation of the change was pretty unavoidable.