I've been told that this is one of the only places on the internet that actually cares about trans people. Salutations from Lemmygrad, I bring with you a gift!
They do it specifically for the chuddies. The point is to get the W from the lgbt crowd while ultimately making it a feature that is 100% ignorable. They don't mind that they froth from it so long as it doesn't result in them actively not using the site at all, and they're happy to keep using the site as long as it remains ignorable.
As usual it's performative action by rainbow capitalism.