From what I remember, it goes like this: Shark is cuddly, you can use plausible deniability since sharks are "cool" and often considered a "boyish" animal (for those closeted), and its colors match the trans flag.
I hold no love for the corpo and their trying to capitalize on the phenomenon is distasteful to say the least, but in a cishetero world that denies softness (physically and emotionally) I think it's a small comfort.
praise the owl-seeing horror