Being a bear is camp. Some like to pretend to be hypermasc but even that, ultimately, is a camp mockery of heterosexual masculinity. Also the flag is earth tones with a bear paw on it. It's camp.
Being a bear is literally the height of not-serious business. But despite this taken very seriously for what is just light-hearted slang to mean bigger and hairier than some arbitrary standard of euroamerican gay beauty.
As an identity, it is very difficult to corporatise on purposes as that would make corporations deal with niche gay sexuality head on. But on the flip side, there is a cultural requirement to take anything bear-themed that isn't nailed down.
Simultaneously camp and homosexually hypermasculine, unserious but explicitly countercultural, unmarketable and yet easy to market to














