I'm honestly of the opinion that this is the sort of representation that we can stand to see more of-- it's incredibly rare these days to find LGBT characters with personalities and roles outside of their identity. By making Tracer gay and then deciding to not change her character at all, Blizzard effectively established that her sexuality is not her defining characteristic (even if this wasn't necessarily their intent.)

I'd also argue that, given the low quality and general scarcity of LGBT representation in the media, even if this whole thing is a massive corporate ploy, it's sending the message that a large portion of the public is willing to shell out money for non-straight (and hopefully non-cis) characters. If Blizzard can prove that LGBT characters are profitable, that could encourage other large businesses to head in that direction and eventually result in some more solid representation in the future. 

Edit: just realized how old this thread was. Sorry to drag it back from the dead, y'all.