If your target audience is gays, then of course it can't hurt.
If your target audience is anyone who likes looking at men (i.e. women and gays) then I'd pass on it.
Edit: Same goes for women ... but it's a bit different. Everyone likes looking at lesbian porn. So if you put "Lesbian owned and operated" on there, you aren't going to turn anyone away. Guys will still look, as will lesbians lol