I think it might be nice to see yourself reflected in a fictional hero. When I was really interested in comics, I was drawn to the female characters whose personal struggles mirrored my own. It was encouraging to see these beautiful strong confident women had troubles just like mine. I could be completely wrong about this, but maybe the lesbian readers would really appreciate seeing their hero experience the same trials and triumphs. It would be very alienating for me if everything I read was from a man's perspective. (I know that's not the same thing at all, but its the closest thing I can relate to.)
As long as its treated seriously, as "an aspect of the character and not the character itself," then I don't much care about the executive's intentions. They're not the ones reading the comics.