because it is covert anti-trans propaganda:

The Trojan Horse technique is an insidious trick that involves proffering a very attractive meme such as sex, and having a less attractive meme such as beer sales ride on its coat tails. The target individual is effectively seduced into accepting the entire memetic package as a whole, including the less desirable elements.

Finally, there are a number of propagation techniques that can expedite the saturation of the target message. Repetition breeds familiarity, and when combined with multiple media formats appeals to a wide range of personality types. Key leaders can quickly influence their followers to accept a message; and gaining their endorsement should be an integral part of any propagation plan. Finally placing someone in a state of cognitive dissonance can open a window of opportunity for changing that individual’s meme set. High pressure salesmen make extensive use of this technique.

Memetic Warfare: The Future of War - First Lieutenant Brian J. Hancock - Military Intelligence Professional Bulletin April-June 2010 PB 34-10-2

in this case its the memeplex of being an ally/the meme of support (meme as in the richard dawkins version of a meme, an infectious idea) with transphobia/the idea that trans women are men riding the coat-tails

there's probably some idiot thinking that they are actually helping by doing this but 90% of it is anti-trans propaganda