The NRL has learned you cannot be everything to everybody. You cannot harvest the fruit of cultural diversity and profit off people of different nationalities and cultures participating in the game and then complain when you actually are faced with a diversity of viewpoints. The talent of maori, polynesian and islander players coming into the game over the last 20 years has made the game a better spectacle and is part of the reason revenue has skyrocketed. That's a fact, it's also a fact that many people from these communities are christian conservatives and the conversations that take place around their dinner tables won't be the same as in trendy inner city cafes filled with lefties. The NRL wants a game of players who look diverse but who all have the same opinions. Real life doesn't work that way.
If the players objected to playing with a gay man I would 100% disagree with their position and would be in favour of the ultimate consequence of tearing up their contracts. But when it comes to being against the symbolic crap, I can see their point.
These are corporate gimmicks so more jerseys get sold and the executives get patted on the back by other business elites.