I think certain types want more than what society is willing at the time. I'm absolutely happy that shows like Steven Universe and Clarence managed to force through some progress. Though in SU's case, the gems are technically genderless and just take on female human characteristics. The gay community deserves representation that isn't 90's style minstrel show Sean Hayes in Will and Grace cartoons. On the other hand, this would put Disney in an odd situation. If they were to change the character into a lesbian, they'd incur the wrath of the obvious loud and angry groups that like to pretend to be victims (because only they can force their viewpoints on others) and have the first and second movies banned in Russia for being propaganda. You know, the country with the leader who's a creepy guy who likes to pose shirtless and has a very disturbing obsession with kids? And if Disney doesn't, said pro-lesbian Elsa groups will be up in arms about it and call Disney homophobes as a result. Look at the crap that Nintendo got for not keeping gay relationships in...Wii...something town or whatever that was. That Mii avatar thing. They're either going to get crap from "religious" groups, or crap from younger consumers who are far more accepting. They chose the latter, which is no surprise since they've been pulling that sort of wishy washy parental group-aphobic stunt since Mortal Kombat got a home port.
But I'll respect that movement over the "make Jack Frost and Elsa an offical couple" fan-ficy crap. Not only is it not in the best interest of Dreamworks and Disney to cross their characters over, but Frozen made a crapton of money and Rise of the Guardians not so much.