I think that their target audience is straight women who wish that their boyfriends/husbands were more like their gay friends.
You're probably right. There have been a raft of "metrosexual" threads around here in the past weeks. For those not-in-the-know, metrosexuals are men who say they're straight, but don't act like it.
I'd like to see a show where a bunch of he-men take some wine-drinking, fu-fu wearing pansy and turn him into a regular guy who drinks beer, loves to play and watch sports, considers himself properly dressed if his socks match, and wants to have sex three times a day.