
From what I can tell, the message was that there was a final date to submit claims to be reimbursed, giving dealers the opportunity to stop offering the incentive and shore up any outstanding claims for exactly that reason.
They just didn’t expect dealers to be backlogging months worth of these claims for no apparent reason.
To be clear, they were written from the perspective of a gay man, with their interactions modelled after his experiences, but they are not canonically “gay” (they have no sexual orientation).