They're way late to the party, I knew people using the term for themselves back in the late eighties and early nineties. It was often controversial, obviously (and still is); but as one guy explained his choice "there's no power in a casually used word".

Which, dubious phrasing aside, he had a point. Once a word ceases to be hidden away, or exclusively used as a slur, it has less ability to shock or otherwise draw attention. It can backfire for sure though.

It's only a term of affection when it's spoken in your best impression of an old preacher.

Isn't it already?

I mean this song blew up on Gay Tumblr.