Activists since the late 90s have shifted their focus. They now call for more acceptable demands; demands that attempt to assimilate queerness, rather than challenge heterosexual norms, for example advocating for queer people to serve in the military and, of course, gay marriage. The push to absorb gay lives into the neoliberal capitalist norms of monogamy, consumption and colonialism, is what we call ‘homonormativity’.