I heard a story about this (I think on NPR? not sure) a couple years ago. Suburu identified lesbians as a market that no one was tapping, so they specifically marketed to them. It was something that the community noticed and rewarded. I'm not familiar with the book, so I can't answer that part of the question. I know that as someone who was not part of that target market, I had no idea. But after hearing the story on the news, I get a good chuckle every day when I see my extremely conservative/religious/anti-LGBTQ neighbor pull up in her Suburu.