This all started from Emma Willis's tweet showing her lovely boy with long blonde hair in a pink t shirt and said she lets him be himself. From the day they saw and shared that, J and A have both jumped on and fully rode that bandwagon. That's when the Eduardo being a girl pushing really started (before that he just wore dresses sometimes and Jonathon mocked him for it) and they saw how much clout and popularity that bought them so now he's going full hog and coming out himself. He will do ANYTHING for money, it really is sick.
Abuse at home, can you even imagine how his family must feel hearing that? Just awful, and all for book sales and clawing back views.