I guess I have a hard time with it because there are so many predominantly gay teams trying to break into predominantly straight unions. Granted, misconceptions go away early into the first game with a predominantly gay team. Still, I'm afraid that straight ruggers will drift away from the typically provocative rugby "culture" if imagery like this continues to emerge. It's almost taking what was an unspoken, unique aspect of rugby and publicizing it. The word that comes to mind is "backlash".
Gay pride parades, email campaigns, gay straight alliances, etc. accomplish awareness and acceptance in their own ways. But I think rugby is my own vehicle of activism. I get to travel around a US "red state" (conservative) and change straight minds by bringing a good solid game and not sexualizing things.
As for the issue with the Tongan rugger: I think I actually blame the guy he tackled. For a thumb to so easily get up there, the guy's ass was probably at least three centimeters dilated. So if a random thumb slipped up in there, who's fault is that? (kidding, of course)