Nothing but the true, many of the people that I know put their facebook avatar with colo stripes showing their support to what in the moment was the gay proud. They don’t remember or even feel embarased about that.
Note, this doesn’t happen only with LGTB, there are many other cases, like the native people victims of racism. Most people publish in their facebook wall that they support local business but they won’t stop buying at oxxo (something like 7 eleven). Other people “support” using bycile for transportation but they use the bike lanes for the cars and get mad if someone asks them to move. Or people that support fitnes and healty way of life but drinks one or two liter of soda a day, eat hamburguers, mexican fast food and no exercise at all.
People, if you want to change, please, start by changing yourself.