All marketing ploy - all the time, everywhere- most everything I've ever loved made to play safe for middle class audiences so as to bring the cash. With cash comes a bigger price paid by those who ain't holding a lot of it. Ruins a lot of things anymore.
Edit: Will also add that given where I live not apt to run into many but there's some amount of mutual respect amongst your older sets there as 25 years ago when I was in the service and stationed in Georgia, was having beers out on my own and scarved/tattooed - ran into two and one from Pompey as well at the international barracks- reckoned I'd be in for some mouthiness but ended up buying me a round - which is more so to do with your reputation there.. Too, there was obviously very few to talk football with at any level.