I'm not crazy about the whole "Queer Eye" thing. But I heard Theo Epstein back in March (when they taped this program) talking about the concept behind doing a show like this. He basically admited that it's a solid marketing move -- that housewives in Oregon or North Dakota or anywhere else in the US, who LOVE that "Queer Eye" show, but have never been interested in any MLB team, might be inclined to start following the Red Sox.
It sounded far-fetched to me, but a good friend of mine, who's in marketing for a large retail chain, agrees 100% with the strategy. He feels most teams will follow the Sox lead in years to come, and do more "outside the box" marketing in order to maximize marketing to potential future customers (who might buy merchandise, tickets, etc...)
Personally, I won't be watcing Bravo tonight, I'll be watching the Sox battle the classy Cardinals on NESN.