This is why I didn't play the second game and didn't bother to start the show. The guy who made the game intentionally stokes this kind of culture war controversy as a way of generating press. It's toxic, but it gets clicks and eyeballs, at least in the short run.
To see this, consider whether anything story-related would be meaningfully different if Bill and Frank were simply male friends who teamed up for survival and companionship. That's the same story with the same general plot and messaging, but it doesn't result in critics praising you for your bravery and it doesn't result in any slap-fights across the internet. This decision was made intentionally with these sorts of factors in mind, and it becomes more pronounced as we go along, starting in Season 2.
I've more or less stopped consuming media that relies on this sort of cynical gambit for its marketing. Station Eleven, for example, has a bunch of gay, bisexual, and sexually ambiguous characters, but those characters just happen to be that way and it's no big deal. Druckman doesn't do "no big deal."